LAKE To Open First Texas Store in Dallas, a PaperCity Exclusive

It’s officially fall, and, for what feels like the first time in months, rain is in the forecast through the weekend. A high of 79 degrees? Let us rejoice.

My perfect rainy fall Saturday lineup includes college football (Hook ‘Em), soup (I’m thinking the “Marry Me White Bean Soup” from Dallasite Alex Snodgrass’ latest cookbook, Everyday Eats), a fall candle (Pumpkin Pecan Waffles, IYKYK), and new pajamas.

All my favorite brands are moving to Dallas, and this one is particularly thrilling. PaperCity can exclusively reveal that LAKE, the Savannah-based pajama brand with a cult-like following, is opening its first Texas store in Dallas’ Inwood Village this November. LAKE’s first store in the Southwest, the Dallas store joins brick-and-mortar locations in Atlanta, Charleston, Charlotte, Palm Beach, and Southampton. The Pima cotton “Short-Long” sets are my favorite, and I can’t wait to stock up in person next month.

In anticipation of the shop’s November opening, we recently chatted with LAKE Co-Founder and CEO Anne Read Lattimore to get all the details about LAKE’s journey to The Lone Star State.

This is your first store in the Southwest, right? So, the first and most important question: Why Dallas?! 

Yes! Texas has been an important market for us for years, and we know our customer is here. We find that Dallas women have a strong appreciation for design and quality, and our products naturally fit her lifestyle. We’re equally excited to introduce LAKE to Dallas shoppers who haven’t discovered us yet and for them to experience the comfort.

Please tell us about how Texans (and Dallasites in particular) have been supporters of LAKE  since the beginning! 

We’re so lucky that Dallas embraced LAKE early, and today, it’s one of our top markets in the country. We have a large community in Dallas who have been loyal to LAKE for years, and we’ve wanted to give them a place to experience LAKE in person. There’s something special about being able to walk into a store, touch and feel the fabrics, and completely immerse yourself in the brand. We look forward to creating a special experience for [Dallas women] to return to again and again. We’ve also had great past events in Dallas through collaborations and pop-ups, so we’re excited to see familiar faces when we open our doors.  

How did you narrow down where you wanted your Dallas brick-and-mortar to be?

We wanted to be somewhere our customer already spends time and for it to feel like an easy, natural part of her routine, not somewhere she has to make a special trip to visit. The Inwood Village location is perfect. This store brings the LAKE world to life right in her neighborhood, where she can try on a new style, feel the fabric for herself, or grab a quick gift.

Can you share any details about the space itself? Any design details or tidbits?

Similar to our other stores, we’re designing the space to feel warm and inviting. Our stores all have a residential feel, and our Dallas store will especially feel like home with beautiful custom millwork and unlacquered brass racks fabricated locally in the Dallas Design District. The space is located on a corner and has beautiful natural light. We’re excited to introduce our Pima Shop, a destination in-store where [customers] can find her favorite fabric in signature striped styles for easy shopping. 

What is the timeline for when the store will open? Do you have any fun plans for events or activations that will coincide with the opening?

November 6! We have some fun opening weekend events planned that we’ll be announcing through email and social channels. We’re looking forward to seeing everyone in person and are thrilled that we’ll be open for the holidays. LAKE believes in making the most of celebrations, so you can expect personalization activations, Christmas carolers, and special moments throughout the season. Our stores are also reliable gift destinations. Our teams are experts at curating the perfect gift for every occasion, from weddings and new babies to a last-minute hostess gift on the way to a party.   

Will there be any Texas exclusives available in the boutique?

There are no Texas exclusives to announce just yet, but the assortment in the store was chosen with the Dallas woman in mind. We’ve mined sales data to bring her exactly what she’s looking for — favorite silhouettes, seasonal newness, and holiday favorites for the family; we’ve even considered her college football team colors! In addition to sleepwear, lounge, and daywear, she will also find store-exclusive products from brands we love and packaging designed for the perfect gift.