Maeve is breaking out on its own.

Anthropologie Group will introduce its in-house label, Maeve, as a stand-alone brand.

Known for its feminine design and multigenerational appeal, Maeve, which was launched in 2005, has consistently resonated with the brand’s most loyal customers in dedicated retail spaces within Anthropologie ’s existing footprint. It is now expanding into stand-alone Maeve storefronts and independent social channels.

The first 3,000-square-foot Maeve store will open in Raleigh, N.C., in October, to be followed by three test stores over the next year.

Maeve has long played a central role in Anthropologie’s own-brand strategy. Over the past year, the label has been shopped by nearly 2 million customers, ranked as the number-one most searched brand on anthropologie.co

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