Saint Cloud Buys Brooke Feather, Expands Into River Oaks

The name is changing but the West Coast vibe is not going anywhere.

By Sarah Rufca Nielsen March 31, 2017

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The former Brooke Feather boutique is now Saint Cloud River Oaks.

Image: Julie Soefer

Everything on the racks at Brooke Feather boutique in River Oaks Shopping Center is designed to inspire a stylishly laid-back lifestyle—you know, like they do it on the West Coast. So maybe it shouldn't come as a surprise that after two-and-a-half years in business, Feather herself felt the pull of returning to a more balanced pace of life that's elusive when running a thriving retail operation.

The good news is that instead of simply closing its doors, Feather has sold her business to the women behind the equally awesome Saint Cloud boutique in Rice Village. As of April 1, the store will be known as Saint Cloud River Oaks—but that doesn't mean it will transform into a clone of the original.

"We know Brooke Feather is different than us, but it's different in a complementary way," says Saint Cloud creative director Cecilia Marquez. "We are going to keep the stores with their own different identities and buy differently for each location." 

The stores already share some lines in common, including handbags by Jerome Dreyfuss and Mirth Caftans, but the expansion will introduce Saint Cloud customers to brands like Ulla Johnson, Iro, Amo Denim, and Ampersand As Apostrophe. Though not every line or item will be available at both stores, customers will soon be able to shop the combined collections on the Saint Cloud website

In her Instagram post announcing the sale, Feather notes that she will continue to be involved as a buying consultant. "Brooke has built such a strong brand and strong following, so we really value her input," says Marquez. 

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