A lifelong Daytonian who has operated an online clothing shop for the last few years is opening her first storefront in the heart of downtown.
After5, a women's clothing boutique owned by Erin Parrott, is expected to launch this summer at 111 E. Third St. in the Fire Blocks District of downtown Dayton. The shop will join other recent additions to the district, including cafe-bakery Salt Block Biscuit Co., Two Social activity bar and Jollity restaurant.
A "born and bred Daytonian," Parrott said opening her first shop downtown was a no brainer.
"There was no question I was having it downtown," she said. "I didn't even look anywhere else."
After5 sells everything from "casual looks" to "date night attire," which Parrott sources from a manufacturer in Los Angeles. These include everything from dresses, rompers and jumpsuits to sweaters, jackets and coats, as well as swim wear and coverups. These items can be sold separately or in sets that come with bottoms. The shop also will offer a limited selection of apparel such as hats and shoes.
After5's target audience is women in their mid-20s to early 50s. She said her experience has been that shopping loses a bit of its luster as people get older, so she wants to bring the "fun" back to the experience.
"My focus is to help women regain what you lose when you're transitioning in age — when shopping becomes more of a task than fun," Parrott said.
Parrott also wants to cater to all body types, from small to extra large. When the store opens, After5 also will start selling plus-size clothing.
"All body types are beautiful, so there's going to be something for all women," she said. "Whether you feel like going casual or spicing things up, we're going to have something for you."
After5 started in 2019 as an online-only retailer, though business was slow at first. Parrott had a full-time job as a sales and retention specialist at AT&T, which occupied most of her time. Facing stagnant sales, Parrot decided to revamp the brand in 2020 with a new concept. Though it never closed, in May 2020 the shop began to take off.
Parrott was concentrating more effort on After5 but still working at her other job through 2020, which still limited the company's ability to expand. But in 2021, she left her career and decided to focus on the boutique full time. That decision ultimately led to where she is now — a robust online shop with sales across the United States and abroad, as well as a physical location soon to open.
"The scale of the business from where I started in 2019, to rebranding in 2020, to 2021 when it really took off has been insane," Parrott said. "It's definitely been a gradual progression, but I've worked really hard and I'm also very fortunate at how successful it's become."
Parrott said she wanted to have an in-person shopping experience to complement her online store, which is why she decided to open a physical location. She wants to expand the relationship with her repeat customers, which she said are like her cousins because she's gotten to know them so well over the years. Parrott also wants to create a community around the boutique.
"I want this to become more than just a store," she said. "I want it to be an experience when you shop with us, and I think people will feel that when they come in."
One way she is creating this community is through the location itself. Her 4,000-square-foot space will be split in two, with one side being the actual shop and the other as a lounge area where customers can relax, mingle and consult with Parrott and the store's other employees, which she calls "style advisers."
The lounge space also will host private events. A concept called "Friday socials" will be the first of these events, allowing patrons to enjoy a party-like atmosphere with music and socializing.
"It's essentially a Friday night party hosted by After5," Parrott said. "We're going to have a funky good time on Friday nights."
Having a physical store also will create the ability to offer local pickup, allowing patrons to shop online and retrieve their items in store. In addition, the shop will have a fulfillment center in the rear of the building to service the online business.
To start, Parrott will be the store's only employee, though she has help from her husband. However, she will look to hire additional employees for a variety of positions, including fulfillment workers and style advisers. Parrott eventually hopes to hire a full-time store manager, as well as a remote customer service employee to assist with online ordering and inquiries.
Within a year of opening, Parrott said she plans to hire around 10 people.
"I'm definitely going to be looking at creating a solid team," she said, adding the ultimate goal is to open more After5 boutiques in and around Dayton. "We'll start out small but we will grow as operations pick up."
After5 does not have a firm opening date as the space is still in the construction phase, but Parrott said the goal is to be "stepping into a whole lot of style by June."
"It's going to be a fun summer in the city at After5," she said.
