Boulevard Brewing Tests Plaza Merchandise Store

Boulevard Brewing Co. plans to open a holiday merchandise-only store on Kansas City’s Country Club Plaza.
The locally based brewer is referring to the location, which will be open from mid-September through mid-January, as the “Boulevard Dry Goods Store,” said Jeremy Ragonese, director of marketing. Translated: Don’t expect to get your beer there.
The announcement came this week in a low-key manner — a sign hung in the window.
“This is a unique opportunity to further reach new consumers with our brand,” Ragonese said, adding that places such as the Plaza were where people first discovered Boulevard beers.
Wares will include Boulevard merchandise, apparel and bar goods for the home, as well as books. Also, locally sourced products will be available, such as Hammerpress posters and coasters, Scarlett Garnet customized jewelry that incorporates some Boulevard items, and some Baldwin denim.
“We’ll have some things that we won’t necessarily carry in the gift shop at the brewery,” Ragonese said.
The scheme began earlier this year, when Plaza owner Highwoods Properties Inc. (NYSE: HIW) contacted Boulevard about its interest in a seasonal location. The 1,277-square-foot space is at 4703 Broadway St., next to Chico’s and across from Lucky Brand Jeans and the Apple Store.
Initial hiring is complete for the Boulevard store, but staffing demands could change after the opening, Ragonese said. The general manager is Amber Ayres, who also manages the gift shop at the brewery.
Boulevard doesn’t have specific sales expectations for the merchandise store because it’s so different in scale from the gift shop.
“It’s all new for us,” Ragonese said. (source Kansas City Business Journal)