Items placed out for
display are seen Tuesday afternoon at Urban Lytes in
West Bend. The clothing boutique moved to the corner of
Main Street and Hickory Street on Thursday.
John Ehlke/Daily News
Urban Lytes apparel store opened its doors at a new
location Thursday in an effort to find a place better
suited for a retail store.
Owner Brenda Wesley took over the location formerly filled
by The Corner Score, which had been at 104 N. Main St.
since September 2014.
know location is everything,” Wesley said. “We really
came to that conclusion that in order to survive we
needed that foot traffic.”
new location for the store places it on a corner and
closer to established businesses like Husar’s House of
Fine Diamonds and Mountain Outfitters.
“It’s good to be located in a site that preserves what
we call retail continuity,” said Bill Ryan, UW-Extension
community business development specialist. Ryan added it
is better for retail businesses to be in locations
conducive to foot traffic and the new spot for Urban
Lytes appears to have a higher flow of foot traffic.
Other than a closed building across the street, which is
expected to open in 2018 as the Pearl of Canton, Urban
Lytes is surrounded by businesses and restaurants.
Since opening at the new spot, Urban Lytes has seen
about a 50-percent increase in sales as well as a number
of people stopping in to see what the store is.
“We’ve been pacing pretty well and we’re hoping we can
keep that up,” Wesley said. She added the move has come
at an ideal time with a restaurant coming in across the
street and the announcement of the re-opening of the
Historic West Bend Theatre.
store also has more windows than the previous location,
offering more opportunities to display items and bring
light into the store.
mentioned a study called an analysis of downtown
storefront improvements, which found improvements
generally increased the number of first-time customers.
Ryan said, “these findings could be extended to
relocation to a nice-looking building.”
Other than having found a more exposed spot, which is
likely better for business, Wesley is hoping to
diversify and connect herself with the community.
Wesley said she is doing some cross promotion with Vicki
Bressler, owner of Merle Norman. They are also hoping to
diversify by offering desserts and coffee in the store
as well as donate to veteran’s groups and other
organizations once her business becomes solidified.
Merle Norman also recently moved from the Paradise
Pavilion to a new home at 138 N. Main St. The cosmetic
store is also planning on expanding by adding a gift
shop of ladies’ items.
Bressler said she’s also experienced an uptick in
traffic to her store since the move.
“I’ve had quite a few new customers come in,” she said.
Bressler and Wesley are hoping to collaborate to pair
makeup with outfits and are considering a fashion show
to display products from both stores.
Wesley said she also hopes to continue pursuing a
T-shirt brand and create a children’s clothing brand as
well as bring another business into the basement below
her store, one which would be conducive to Urban Lytes.
think this corner can generate a lot of dollars,” Wesley