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What’s new on Newbury Street

A crop of new retailers are due to freshen up the Newbury Street neighborhood within the next few weeks. Year-around festival fashion fans and the “Spring Breakers” generation can rejoice with the recent openings of West Coast-bred boutique No Rest for Bridget and streetwear suitable for field frolicking brand Brandy Melville. Also confirmed: Affordable eyewear with a cult following Warby Parker is getting one of its first brick and mortar homes while longtime luxe costume jeweler Alexis Bittar will finally set up shop, in the near and far future, respectively. Until then, here are four new storefronts that are opening this season and will help step up Newbury Street’s shopping game:

Benefit Boutique

  • Opening: May 9

  • Location: 156 Newbury St., at Dartmouth

  • The San Francisco beauty brand, known for pairing quirky retro-inspired packaging with products designed for modern day ease and practicality, is setting up its first brick and mortar in the area. In addition to their full line of beauty and body goods, the 1,100-square-foot Benefit Cosmetics outpost will offer a menu of signature services, including eyelash application, makeup application, and airbrush tans.


Frye

  • Opening: May 1

  • Location: 284 Newbury St., at Gloucester

  • According to the release, the boot brand giant is rather excited to be returning to “its birthplace in Massachusetts” where founder John A. Frye first opened shop in Marlborough in 1863. The 9,000-square-foot standalone will carry Frye’s large range of classic and updated leather footwear and accessories for the family in the space formerly occupied by Charley’s. (Image is from Frye’s SOHO location in New York, on which Boston’s look will be based.)

studioMDA New York

Steven Alan

  • Opening: Mid-April

  • Location: 172 Newbury St.,
    between Dartmouth and Exeter

  • The well-loved New York City-based shop is opening its doors in Boston, bringing clean-cut staples for cool kids to Newbury in a 1,525-square feet location. In addition to the Steven Alan house brand, the location will carry selects from like-minded brands including Marissa Webb, Rancourt, Whit, and Common Projects.

Denim & Supply

  • Opening: Early May

  • Location: 342 Newbury St.

  • Ralph Lauren’s denim-driven apparel and accessories brand is taking over the 4,000 square foot spot that was once occupied by its former uber preppy lifestyle-inspired label, Rugby. Boston is one of the two first freestanding shops for Denim & Supply, which can be found prior at Macy’s locations and on the RalphLauren.com website, and will feature a premium Japanese denim bar and rugged vintage-inspired sportswear at tangible price points for men and women.

Rachel Raczka can be reached at rraczka@boston.com. Follow her on Twitter @RachelRaczka.
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