Eclectic Whitefish boutique expands on Depot Row
Becky Rygg likes to step outside of the box.
Her clothing boutique, Harlow, at 505 Railway St. in Whitefish, is a prime example of that.
From an eclectic assortment of women’s fashion, including dresses, neon-colored shorts, funky bathing suits and one-of-a-kind jewelry items, Harlow isn’t a typical store.
A 1932 Matchless motorcycle in the store window makes Rygg’s store stand out among the other shops on the street they call Depot Row.
Harlow’s busy seasons are in the summer and through the Christmas holiday season. But, Rygg said, she’s built a local clientele that keeps Harlow running all year long — due in part to some unique marketing strategies.
“I think that I’ve worked really hard to build a local clientele for the off-season,” Rygg said. “And doing parties and events and really being present in social media so that people can see what we’re doing all the time. . . I think that’s what my biggest response has been from.
The parties at Rygg’s boutique have been especially effective.
“We’ve tried to be really creative and step outside of the box with things going on in Harlow, like play readings and a boudoir night photo shoot, things that aren’t necessarily retail-driven but still get people in the store,” she explained.
Harlow, which also hosts free beer and wine nights, opened two years ago and recently completed an expansion, almost doubling the size of the store.
“My first year I spent just figuring out what worked,” Rygg said. “I tried not to go too over the top or too edgy or too New York or too L.A. But I think some of it works because it’s definitely not Whitefish. It’s different than anything else, so I think people are drawn to that. If it’s a little too weird, then I might not carry that vendor or that item again.”
Harlow takes its name from the old Harlow Chevrolet dealership that once operated on that block of downtown Whitefish.
BEFORE COMING BACK to her hometown of Whitefish, Rygg lived and worked in fashion hotspots New York City, Los Angeles, and Seattle. She still frequents trade shows in New York, Los Angeles and Las Vegas to pick up items for Harlow.
The transition from the big city back to the Flathead Valley was difficult at first.
“I had big, lofty ideas of what I wanted in my store,” Rygg said. “It was definitely a shock because I was expecting to open the doors and have all of these people come in and that’s just not what happens.”
But providing the area with a different product has led to Harlow’s staying power.
“I think there’s a group here that’s craving fashion,” she added.
She plans to add more gift items to the retail lineup, including gifts, cards, candles and other offbeat items.
“I’m trying to find gifty things that maybe don’t necessarily say ‘Whitefish, Montana,’ but that you buy and you remember, ‘I got this in Whitefish.’”
Prices range from about $30 up to $200. Rygg knows that $200 is a little expensive for Whitefish, but said those pieces are for special occasions, or maybe for the customer who recognizes the brand as one they love.
Rygg has incorporated some big-city high fashion into her store. She describes L.A. fashion as very bohemian, revealing but not necessarily over-the-top, breezy and beach-ready with long, flowing dresses and flip-flops. In contrast, New York is all about really good jeans and shoes, as well as nice silks.
“Montana style, I feel, works with both of those, but I think that people don’t always want to take a risk. It’s conservative; it’s very athletic here. It’s outdoorsy,” Rygg said. “For the locals, I think it’s just a matter of taking a risk and introducing them to different lines.”
Rygg is grateful for the two years she’s been open and said she hopes she has staying power.
“I think by just being different and fun and kind of always pushing that attitude of being lively and fun and full of attitude,” she said. “We try to keep that year-round.
To commemorate its second anniversary, Harlow is planning a second birthday bash July 3.
For more information, visit www.myharlow.com, find Harlow on Facebook, or call the store at (406) 730-1290.
Reporter Brittany Brevik can be reached at 758-4459 or by e-mail at bbrevik@dailyinterlake.com.