The online brand’s first storefront is a collection of the site’s best pieces.
Co-founder September Rinnier says that she wants the checkout counter to feel like a spot where people can sit and hang out. (Photo by Catherine Trifiletti)
Madeline Grayson and September Rinnier remember shopping with their moms fondly when they were young. Not for the clothes necessarily, but for the little treats. A lollipop here, a chocolate there. Now that the duo has opened the first brick and mortar offshoot of their popular e-commerce site, Tuckernuck, they plan to spoil small guests with sweets like macaroons and mini croissants daily. It’s thoughtful details like these that make the 831-square-foot space in Georgetown personal and welcoming.
Developed in 2012, Tuckernuck was Rinnier, Grayson and Grayson’s older sister Jocelyn Gailliot’s answer to a lack of boutique-style retail for the all American woman (think stripes and classic silhouettes). The aesthetic teeters on preppy, but goes far beyond cable knits, popped collars and pearls. Rinnier says it’s a combination of “tried and true” names like Barbour and lesser-known “discovery” brands that are the DNA of Tuckneruck. “We found a way to take heritage brands and modernize them to make them feel cool,” she says.
Shelves are stocked with edgy, boho accessories for the “classic customer who like something unexpected,” Rinnier says. (Photo by Catherine Trifiletti)
Being that Tuckernuck was given life from Grayson and Gailliot’s parents garage in Georgetown, it was only fitting that the first brick and mortar location land in the same neighborhood. Rinnier says they had initially planned on waiting a few more years before acquiring a physical storefront, but when the space just off M Street became available, it was too good to pass up.
Knowing that the Georgetown customer is one who likes to look good, but also presumably pays high rent, the team made sure to stock racks with pieces widely ranging in price. At a glance, a hanging $98 jacquard Ark & Co. dress looks couture– a testament to the thoughtful process that went into the hyper-curated collection.
According to Rinnier, Tuckernuck embodies a lifestyle more than any one stereotypical prepster look, which explains why the store is broken up into themed sections based on inspiration from travel, occasions and activities. For fall they are showcasing pieces that evoke the English countryside, collegiate cool and cocktail-ready looks. New merchandise will rotate in every four weeks. The shop is also offering hand made maps and “bucket lists” to inspire local folks on where to wear outfits.
Other unique details include a monogram bar and iPads mounted in dressing rooms where shoppers can scroll through look books online for guidance and inspiration on how to pair pieces. More outgoing customers can rely on the A-team of stylists Tuckernuck pulled from places like Vince, Tibi, Bergdorf Goodman– another highlight of the in-person shopping experience.
Fans of the growing empire can expect to see more up-and-coming brands and exclusive collaborations like Wedgewood x Barbour seen here. As for the future, Rinnier says that Tuckernuck will always have an online presence, but to ensure they make a lasting footprint on the world of retail, continuing expansion to storefronts is an important legacy they want to leave.
Tuckernuck, 1053 Wisconsin Ave NW, (202) 856-7260
The in-house monogram bar gives customers a way to customize pieces while they shop. (Photo by Catherine Trifiletti)
