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By George enters new era with South Congress transformation and virtual boutique

By George enters new era with SoCo transformation and virtual boutique

By George retail space Austin
By George has launched a virtual boutique.  Courtesy of By George/Facebook

For 35 years, By George has been providing wardrobe inspiration for the well-dressed Austinite. Now, the retailer's coveted collection is available to those outside of the city limits with the launch of a new virtual boutique., which launched Monday, allows style-conscious shoppers from around the globe to explore the selection of contemporary and designer clothing for men and women. Curated pieces from the likes of Givenchy, Jason Wu and Suno populate the online store, which embodies the same sophisticated-cool vibe of the storefront itself. 

"The launch of the new e-commerce site is an exciting step for By George and will allow us to reach a new group of customers that may not have otherwise had the ability to shop with us," says co-owner Katy Culmo, who's known for creating well-edited collections with pieces that outlast one-season trends. Because it's an extension of the in-store experience, the site will also feature regular styling tips from the By George team, guest blogs and more. 

To properly execute this brand extension, By George is partnering with local powerhouse McGuire Moorman Hospitality (the folks behind Jeffrey's, Josephine House and Perla's to name a few).

"We have always designed much of our spaces, programmed our own music and even started to design and produce our own uniforms," says Larry McGuire. "This, coupled with my longstanding friendship and respect for Katy and Matt made this collaboration an enjoyable evolution as we strive to grow our Austin brands." 

In addition to managing the virtual boutique, McGuire and his team will work with By George to relaunch its South Congress store with an updated concept. Expect a "thoughtful selection of home goods, art, gifts and furniture" along with contemporary clothing and an assortment of men's lines to redefine the space in early 2015.