Free People and Calypso St. Barth joining Billy Reid and Lululemon Athletica on the westside

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Free People and Calypso St. Barth joining Billy Reid and Lululemon Athletica on the westside

Photo courtesy of White Provison on Facebook

White Provision scores four new retailers for West Midtown.

Jamestown Properties has signed on four new nationally-known retailers for its West Midtown mixed-use development, White Provision.

The mixed-use development, at 14th Street and Howell Mill Road, most recently secured leases with Free People and Calypso S. Barth, Amy Wenk with the Atlanta Business Chronicle first reported.

Before announcing White Provision would be home to Free People, a women’s clothing and accessory boutique similar to Urban Outfitters, and Calypso St. Barth, a women’s clothing and home décor store, its developer Jamestown Properties signed Billy Reid and Lululemon Athletica.

Free People's White Provision location will occupy about 2,500 square feet, according to the ABC.

It will be the retailer’s second location in Atlanta. Its first opened at Lenox Square Mall last year.

Calypso's 2,100-square-foot White Provision store will be its first Atlanta location.

Free People posted a Craigslist listing at the end of January looking for parties interested in employment.

"Do you know who we are? Do you love what we do? Free People is coming to White Provision and we are looking for passionate managers to join our team," according to the listing.

"All management candidates must have a passion for the brand and an understanding of our customer. Management candidates must have prior retail management experience in a sales driven environment."

Jamestown Properties was not immediately available for comment.


White Provision

1100 Howell Mill Rd, Atlanta, GA 30318
Caleb J. Spivak
Caleb Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Atlanta (WNA). He was featured in The New York Times, Creative Loafing's "20 People to Watch," named "Lifestyle Blogger You Need To Know" by Rolling Out Magazine and highlighted as Atlanta's Metropolitan Male in fashion magazine, 944. WNA has been named "Best of Atlanta" by Creative Loafing, and Atlanta and Jezebel Magazines.

5 responses to “Free People and Calypso St. Barth joining Billy Reid and Lululemon Athletica on the westside

  1. Go Westside! I love how my neighborhood is growing. Now if we could get Howell Mill Road widened from the water works to Marietta Street to ease traffic that would be awesome.

  2. Great. More crappy stores coming to this shitty city. I wish this city would do a better job of bringing in stores that people as sophisticated as me would actually shop at. Anyone that is excited by this news is a complete moron. That includes most people that live in this dreadful hovel. I cannot wait to leave.

  3. I do like all of these stores - albeit it would take a lot to get me to purchase much considering the quality for the price point.

    Does anyone know if that anthropologie is doing well? Ive been in there a few times and its a scaled-down version of the lenox store with 1/25 of the traffic.

    Since free people and anthropologie are owned by urban outfitters, you know they are going to be over priced for the quality. I will pay a lot for quality, but just increasing the price of a forever 21 shirt wont suffice.

    all-in-all I like the west side and am glad to see it grow. those hipsters will over-pay 🙂

  4. Lululemon is an interesting choice since it caters mostly to Buckhead Bettie's as their daytime uniform and westside is a little more hipster... I guess us SoBu snobs do hate the traffic around the lenox store so this will probably do well.

    Anthro on Howell Mill isn't as consistently crowded but it does do really well and I think their quality is way better than UO or Free People. Lulu is definitely over-$$$ but their apparel is really great.

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