Ferne Boutique, the Bay City-based women's clothing boutique, is expanding its Michigan presence with the forthcoming opening of a new location in Detroit's New Center district.
Founded in Bay City in 2015, shop owner Laura Horwath has since expanded the boutique to what will be three locations throughout the state. A second Ferne dedicated to plus-size women's clothing opened in Bay City earlier this summer.
Horwath says Ferne carries contemporary and on-trend clothing for women of all ages, from high schoolers to senior citizens. While some of the more popular items will be brought in from the Bay City stores, the Detroit location will carry additional, edgier brands.
"Our clothing line is full of more everyday pieces, like dresses that you can wear to weddings, and shirts, blouses, and jackets that can be worn daily," Horwath says.
"Versatility is key."
Born and raised in the Detroit suburb of Northville, Horwath says that she knew she wanted to open a Detroit location within the first month of opening her Bay City store. She got serious about it in January 2017, eventually meeting with Sue Mosey, the executive director of Midtown Detroit, Inc., and sealing the deal.
Ferne Detroit is located in a storefront along Woodward Avenue, just south of West Grand Boulevard. The area is bustling with development, including the expansion of the Henry Ford Health System campus, the new Detroit Pistons training facility, and the Platform's mixed-use redevelopment across the street.
Horwath is looking forward to becoming a part of the community, from the neighbors that have been there for years to those just moving in, of which include a furniture and lifestyle store, a vegan cooking studio, and several restaurants.
"It's pretty exciting driving through New Center," Horwath says. "Things are changing pretty quickly."
She is currently operating a pop-up shop at the 1441 Woodward Collective.
Ferne Boutique is located at 6529 Woodward Ave. in Detroit. A grand opening celebration is planned for Saturday, Aug. 25.
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