Tuckernuck’s success has been in its holistic approach to retail. After launching as a multi-brand, online-only platform in 2012, the brand first set up shop in its hometown of Washington, D.C. in 2016. With help from its own private label, introduced in 2019, and endorsements from influencers-cum-collaborators like Blair Eadie and Cameran Eubanks Wimberly, it’s now a $100 million business that, to date, hasn’t received any institutional investment.

The next frontier? Manhattan’s Upper East Side — a neighborhood whose association with style and taste encompasses Tuckernuck’s philosophy as “a life hack for busy, successful women.” Open now at 1121 Madison Ave., the space is larger than the company’s D.C. outpost, and its layout takes inspiration from a traditional New York City townhouse.

“The store’s curation is tailored to our New York customer, with every piece hand-selected with her lifestyle in mind,” Tuckernuck co-founder Jocelyn Gailliot tells Fashionista via email. “For example, in the ‘front parlor,’ you’ll find a selection of event wear for charity galas and formal occasions, and the ‘boudoir’ is a go-to for everyday style staples for elevated school drop-off looks or lunches with friends.”

Interior designer CeCe Barfield Thompson put her years of experience at Bunny Williams to the test, lending the design legend’s signature livable, yet luxurious aesthetic to Tuckernuck’s six-room store (seven if you count the private Stylist Lounge, which can be booked upon request).

Plush velvet seating and a marble faux fireplace imbue the boutique’s center with a homey feel, while a tucked-away stash of candy and toys ensures even the youngest of customers are entertained. The trellis-lined “conservatory,” meanwhile, fittingly houses outdoorsy-chic staples like Barbour jackets and riding boots.

“The Tuckernuck shopping experience is intentionally designed to make you feel cared for, welcomed and unrushed,” Barfield Thompson writes. “It invites you to linger and truly live in the space, as if you could spend hours there”

Known for her use of both “inherited and found pieces,” the interior designer tapped into Tuckernuck’s trademark sense of nostalgia and discovery, further fueled by strategically placed vintage, one-of-a-kind wares — and yes, all of them are for sale.

Like on Tuckernuck’s website, the store’s inventory includes a variety of brands, both established and emerging: Among the racks are cozy Ralph Lauren knits and select Heaven Mayhem accessories. The brand’s private label, which now counts for 70% of sales, is also prominently featured throughout.

“Our assortment in-store is meant to be mixed and matched to curate a wardrobe that is authentically you,” shares Gailliot, who created Tuckernuck alongside her younger sister Maddy Grayson and Grayson’s old friend September Votta. “We are our customers and we personally do not want to be dressed head-to-toe in the same brand — our curation speaks to that by offering new brands and vintage items for our customer to discover.”

Fostering this kind of specialty store environment was key for Tuckernuck’s founders, who have found success despite the current minefield that is multi-brand retail (LuisaViaroma and Ssense are just the latest to go bankrupt). They hope that personalized touches like complimentary monogramming and concierge gifting will make all of the difference. Besides, Tuckernuck has always been so much more than just a clothing store.

“We truly are a lifestyle brand. We prioritize our content, which allows us to connect with our customers,” Gailliot explains. “With our editorials, we offer travel and seasonal lifestyle guides, ‘Find the Fun’ bucket lists, and monthly must-haves to inspire her with educational and engaging ideas that keep her coming back.”

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