LATHER Makes Move a Rebranding Opp

by RaeAnne Marsh

  The revitalization in the business corridor of Phoenix’s Central Avenue has attracted another long-standing business to the area, as LATHER brings its all-natural beauty and wellness products to the eclectic mix in the iconic shopping center. “We loved the history of Uptown Plaza [at Central Avenue and Camelback Road] coupled with the family atmosphere of this new destination within the city. This live/work/play hotspot has undergone a major renovation and we wanted to be a part of reviving the store fronts on-site,” says founder Emilie Hoyt.

Hoyt also took the move as an opportunity to rebrand and evolve the store design. Locally headquartered architectural firm LEA-Architects worked to put LATHER’s signature essential oil blending bar, sink area and hands-on approach back into the space, and Hoyt says she plans to use the new design elements in all future stores.

LATHER creates is products for body, face, hair and home from unique, natural ingredients and pure essential oils, and Lance Enyart, co-owner and principal of LEA-Architects, says this informed his design. “Our design drew inspiration from LATHER’s commitment to the natural environment, and their products, which are focused around a message of daily wellness, relief and joy. The use of natural materials such as the white oak horizontal and vertical baffles and floating casework, marble countertops, pebble flooring and feature wall, combined with the powder-coated, white bent steel plate shelving and discrete lighting is designed to create a comfortable Zen-like environment that is reflective of LATHER’s core principles and natural products.”

From the store’s welcoming space in Uptown Plaza’s corner courtyard, Hoyt plans to feature community-based events and programs such as ‘Wellness Wednesdays’ in store — working with local partners and experts to provide wellness experiences and education for consumers.

Photo courtesy of LEA-Architects

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