From Pop-Up to Permanent: Brooke & Lou Storefront Now Open at 50th and France

Now open in Edina, the Brooke & Lou store features everything founder Bria Hammel’s fans have come to expect from her collections

Photos courtesy of Brooke & Lou

Earlier this year, interior designer, entrepreneur, and tastemaker Bria Hammel introduced her first brick-and-mortar venture: a six-month pop-up shop at the Nolan Mains shopping center at the corner of 50th & France in Edina. That trial was so successful, Hammel and her team decided to open a permanent retail home for Hammel’s unique garden objects and Life Friendly home furnishings collection, Brooke & Lou.

Now open at 3921 Market Street in Edina (at 50th & France), the Brooke & Lou store features everything Hammel’s fans have come to expect from her collections—now along with new layers of personalized assistance. We asked Hammel about her decision to open a brick-and-mortar location, what customers can expect, and events she’s hosting this holiday season.

What made you decide to go from a pop-up shop to having a brick-and-mortar storefront?

It has always been a dream of ours to open a Brooke & Lou brick-and-mortar store. After the incredible response we received from the community for our pop-up store, we decided it was time to make it official. Our store has provided us with the opportunity to connect with our customers in a deeper way by meeting them face to face at store events while also growing various local partnerships.

Tell us about the store.

We opened our pop-up store in April and made it official this October to stay. We decided to call the 50th & France neighborhood in Edina our home because of its central location and the strong sense of community in this area. Our store is small but mighty—only 865 square feet—but it’s filled with the most beautiful pieces.

What do you carry in the shop? How do you source the items?

We carry a variety of our home décor accessories, furniture, art work, lighting, and rugs, as well as seasonal pieces. We also carry complimentary samples of all of our wallpapers and fabrics, so our customers can see and feel these items in person. While we offer many more pieces on our e-commerce store at brookeandlou.com, we decided to curate our most popular pieces for the store.

What is the aesthetic and ambiance in the shop?

Brooke & Lou’s aesthetic is traditional with a fresh twist. We are known for playful patterns, natural textures, and unique details. From everyday home décor staples and kitchen goods to entertaining accessories and seasonal assortments, you’ll be able to find those special pieces for your home that you’ll cherish forever.

What events will you have in December?

We’ll be hosting a variety of fun events throughout the year. Be sure to check here for the latest.

  • November 27, 2021, 10 a.m. to 7 p.m.: Get 20 percent off your purchase while chatting with Bria at Brooke & Lou’s Edina store. She will be ready to answer any design/styling questions you may have.
  • December 4, 2021, 11 a.m. to 3 p.m.: Swing by the store with your family and friends, and receive a complimentary personalized ornament with your family name, monogram, or more with your Brooke & Lou purchase.
  • December 30, 2021, 6-8 p.m.: Back by popular demand, the Board Loon will be teaching us how to create a festive charcuterie board to bring to your New Year’s Eve get together. Ticket purchase is required.

Facebook Comments