Beta Boutique 2.0 | Bleader

Beta Boutique 2.0

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Beta Boutique owner Janice Moskoff is shuttering her Wicker Park store to focus exclusively on sample-sale events. Why? That's where the money is.

"Events are what our shoppers are most excited about--we hear that constantly," she told me, noting the popularity of sales devoted to high-end lines like Hugo Boss and Escada, as well as the semiannual Stacked Racks free-for-all.

The physical store's location in Wicker Park was also occasionally a hindrance, as rules about distribution posed conflicts with local boutiques and national brands weren't keen on having their merch sold at deep discounts just steps away from their own shops. Moskoff says the change will give her more flexibility to offer more brands and designers.

Moskoff also says her customers don't seem to be shopping casually much anymore: "People need something extra-special to buy, that excitement." She hopes to hold at least one event a month. "After five years, we've got those processes down," she says.

In the meantime, stop by the store until March 14 for deep discounts on designer clothes and accessories. (There's also a sale of kids' designer duds next Friday and Saturday in a storefront on Southport.)

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