Coastal home decor brand Serena and Lily opens first East Coast outlet store in Bluffton
Serena and Lily, the upscale home decor and furniture brand that is the epitome of the “Coastal Grandmother” trend, has opened a temporary outlet in Bluffton’s Tanger Outlets 1.
The store features premium product samples, second-quality and first-quality overstock items.
“We are not a factory store, and nothing is specifically made for outlet sale,” Elizabeth Ramirez, senior director of inventory control and outlet operations for the California-based Serena and Lily, said in an emailed statement.
She said the Hilton Head area was chosen for the outlet because the community and business share “a casual-yet-sophisticated aesthetic.”
On a recent day, the 5,200-square-foot Bluffton store was lined with racks of stacked sheet sets, duvets and blankets; pillows and shams; towels, and rolls of wallpaper.
The center of the store was dotted with rattan chairs that are a signature of Serena and Lily, lighting fixtures and pendants made from natural materials, and other indoor and outdoor furniture in neutral shades.
Pricing, while always at a discount, Ramirez said, is not a predetermined percentage. The price of an item will vary based on condition.
For example, a king-sized sheet set that sells for $398 on the Serena and Lily website was priced at $125 in the outlet. A teak beach chair that normally sells for $298 was marked $149.
All sales at the outlet store are final; no returns or refunds will be given. Payment is by credit card only, according to the store’s policies.
The outlet is one of only three Serena and Lily outlet locations and the only one on the East Coast. The others are in Berkeley, California, and Vacaville, California. The Serena and Lily Design Shop closest to the Lowcountry is in Atlanta.
The location in Bluffton will be open at least through January.
“There is potential for the pop-up to become a permanent outlet location,” Ramirez said.
If you go
What: Serena and Lily Outlet
Where: 1254 Fording Island Road, Suite 210, Bluffton SC 29910 (in Tanger Outlets 1 next to Jockey)
Hours: Wednesday through Saturday from 10 a.m. to 6 p.m., and Sunday from 11 a.m. to 6 p.m.
Website: www.serenaandlily.com/outlets-lp.html
