Buzz
Even if you've shopped for a dress online, flipped through its alluring catalog, or explored its unique in-store collections, there's still plenty to uncover about Anthropologie.
1. IT'S OWNED BY URBAN OUTFITTERS.
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In 1970, Richard Hayne, alongside his first wife Judy Wick and Scott Belair, his former roommate, launched their first store named Free People’s Store. Situated at 4307 Locust Street in Philadelphia’s University City, the 400-square-foot shop offered an eclectic mix of second-hand clothing, T-shirts, household items, drug-related accessories, and ethnic jewelry, all at affordable prices, as reported by the Washington Post.
Following their divorce in 1971 and Belair's departure to Wall Street after graduating from Wharton, Hayne continued to steer the business. By 1975, he moved to a larger location and rebranded the store as Urban Outfitters, a move influenced by the shifting societal mood post-Vietnam War. Hayne explained to Philadelphia Weekly, “The war had deeply divided the nation, and there was a noticeable shift in public sentiment. The name ‘Free People’ carried political undertones that were becoming less relevant. As we expanded to a bigger space, it felt right to also change our name.” Eventually, Hayne reintroduced Free People and established Anthropologie under the Urban Outfitters, Inc. brand.
2. THE NAME REFLECTS HAYNE’S ACADEMIC BACKGROUND.
After earning his degree in anthropology from Lehigh University in 1969, Hayne named the store after his field of study, translating it into French.
3. ANTHROPOLOGIE ORIGINATED AS A WHOLESALE LINE FOR URBAN OUTFITTERS, SUPPLIED TO SPECIALTY AND DEPARTMENT STORES.
Launched in 1991, the Anthropologie line initially featured “chiffon designs” and expanded to include “solid and patterned lambswool sweaters, miniskirts, and leggings” for the fall and holiday collections, as reported by Women’s Wear Daily that year.
4. HAYNE COLLABORATED WITH AN INTERIOR DESIGNER FOR TWO YEARS TO DEVELOP THE STORE'S CONCEPT BEFORE ITS LAUNCH.
To create a store that would attract customers transitioning from Urban Outfitters, Hayne partnered with architect Ron Pompei and his firm, Pompei A.D. As Fast Company noted, they embarked on a “cultural journey” over two years, visiting museums, attending cultural events, and exploring outdoor markets. Through this process, they discovered that “Texture was crucial,” Pompei said, “and storytelling was at the heart of it all.”
Pompei explained to Fast Company that Anthropologie aimed to let customers “simply exist.” He added, “While mainstream culture emphasizes possessions and, more recently, actions, we wanted to focus on ‘who you are.’” The stores were designed to inspire transformation, where “the visitor’s imagination would be as vital as the designer’s.” They were also meant to be interactive, allowing customers to “connect the dots in their own way and craft their personal narratives.”
The inaugural Anthropologie store opened in 1992 in Wayne, Pennsylvania, housed in a terra-cotta building that once served as a car dealership.
5. IT DOESN’T RELY ON TRADITIONAL ADVERTISING …
Anthropologie has never used print ads, radio spots, or TV commercials. Instead, it connects with customers through its website, apps, email campaigns, social media, blogs, and in-store displays. In its April 2015 SEC filings, the company stated, “We believe direct interaction with our customers helps us better understand and meet their fashion needs. Our blogs extend this dialogue, allowing us to share our inspirations and hear what inspires our customers. This strengthens our relationships and encourages loyalty.”
6. … BUT IT DOES DISTRIBUTE CATALOGS.
Since 1998, Anthropologie has used its catalogs to weave stories. Katja Maas, an art director who worked on these catalogs, explained on her website, “The goal was to showcase merchandise within a lifestyle narrative, guided by a theme from the creative director. Each project began with a theme, product photocopies, a pagination guide, and location references to plan the shots and brief the prop stylist.”
These catalogs, often called “journals,” are shot in exotic locations and sell a lifestyle. Consumer psychologist Adam Ferrier told Racked, “Catalogs aren’t just for browsing; they create the brand’s essence. Anthropologie’s customer is unique and aspirational. The catalog brings the brand to life and invites discovery.” Susy Korb, Anthropologie’s chief marketing officer, told The New York Times, “While we aim to sell clothing and accessories, the catalog’s primary purpose is to inspire and engage.”
7. ANTHROPOLOGIE ONCE OFFERED MEN’S CLOTHING.
The venture didn’t succeed. “For a suburban man in his 30s or 40s, shopping for clothes on a Saturday afternoon is far from appealing,” Hayne explained to Philadelphia Weekly in 2003. “They’d rather do almost anything else than shop for apparel.”
8. CHARLES DICKENS’S GREAT-GRANDDAUGHTER WAS PART OF THE TEAM.
Polly Dickens served as the head of the home division from 2000 to 2003.
9. JULIA ROBERTS EMBODIES THEIR PERFECT CUSTOMER.
Anthropologie’s typical shopper is demographically defined as 30 to 45 years old, college-educated, in a relationship, and earning $150,000 to $200,000 annually. However, employees describe her in more personal terms. Former president Senk told Fast Company in 2002 that the ideal customer is best understood through “psychographic traits,” focusing on her attitude and lifestyle: “She’s cultured, well-read, and well-traveled. She’s urban-minded, enjoys cooking, gardening, and wine, and has a natural curiosity about the world. She’s also relatively fit.” Fast Company highlighted Julia Roberts—a loyal customer—as the “celebrity embodiment of Anthropologie,” noting her wardrobe in The Mexican was sourced from the store.
10. EVERY STORE HAS A DISTINCT CHARACTER—YET MAINTAINS A COMMON THREAD.
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Anthropologie leases its spaces, often opting for historic or unique buildings over traditional malls, incorporating each location’s distinctive features into the store design. “Our goal is to make each store feel like a one-of-a-kind experience,” former Executive Creative Director Kristen Norris explained to the San Francisco Chronicle in 2004. “We build on existing architectural elements. While all stores share a similar vibe, no two are identical. We aim to give each location its own personality, tailored to the local customer. The shopper in Miami differs from the one in Seattle.”
The stores are designed to resemble a private home, with themed “vignettes” like bedrooms or bathrooms that contextualize the merchandise. The layout typically begins with a garden or outdoor entertaining area, followed by dining and kitchen spaces, and ends with bath and bedroom displays. Each section tells a story, inviting customers to explore and unwind as they would at home. Norris told the San Francisco Chronicle, “By the time you reach the back of the store, you’re as relaxed as you’d be heading to bed.”
However, one feature sets Anthropologie stores apart from typical homes: Furniture and racks are arranged on a grid, positioned at 35-to-40 degree angles to create a sense of symmetry.
11. EVERY STORE HAS A LOCAL DESIGN TEAM THAT INTERPRETS CORPORATE AESTHETIC GUIDELINES.
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Once the head design team at Anthropologie’s Philadelphia headquarters establishes seasonal themes, they share photos and mood boards with each store’s design team, encouraging creative interpretation. “Each artist has the freedom to adapt the concept to suit their store’s architecture and preferred medium,” Ketija Ratniece, a Visual Display Artist in San Francisco, explained to the blog Whimsical Agnesiga. “This ensures every store feels unique while staying connected through the overarching theme.” (All ideas must be approved by corporate before implementation.)
The size of the design team varies based on the store’s size and season, but each team typically includes a display coordinator, who designs and builds window and in-store displays, and a visual coordinator, who styles the merchandise. Many displays are handcrafted using repurposed materials, with window display budgets as low as $5000.
12. THE COLLECTIONS ARE INSPIRED BY THREE FICTIONAL WOMEN.
Each of these women is named and embodies one of the store’s three primary aesthetics: Feminine, Artistic, and Linear (clean and modern). “Each represents a distinct personality,” former general merchandise manager Wendy Wurtzburger explained to the San Francisco Chronicle in 2004. “We define her lifestyle, where she lives, and sketch out her world.”
For example, during Holiday 2014, the characters were Aurora, Silver, and Quinn. “Aurora is the holiday girl, so her collection features shimmering party dresses,” Jill Gallenstein, Anthropologie's eastern regional display manager, told Racked. “Silver is the ranch girl, with a palette of sunset tones, layered looks, and cozy capes. Quinn is the city girl, polished and sophisticated, with desk-to-dinner attire.”
By crafting detailed narratives for these women—including their education and favorite books—and translating concepts like “she loves experimenting with color” or “her style features asymmetry,” Anthropologie ensures a unified story across stores while allowing each design team to express creativity.
13. SOME DISPLAYS ARE AUCTIONED FOR CHARITY.
Window displays are updated every 6 to 8 weeks, and interior setups are refreshed even more frequently. Once a display’s cycle ends, it’s either stored for future use or auctioned for charitable causes. For instance, butterflies crafted for the Greenville, N.C. store’s Earth Day event were auctioned, with proceeds benefiting American Forests to plant trees.
14. ITS FORMER BUYER-AT-LARGE STARRED IN A REALITY SERIES.
Keith Johnson, featured on Sundance Channel’s Man Shops Globe, traveled globally to source unique items for Anthropologie’s stores and collections. (His passport had 72 extra pages due to his extensive travels.) Johnson told Fast Company that the ideal Anthropologie piece “must have personality, warmth, humor, and a touch of quirk. People love fun—whimsy makes a big impact.” The show aired for two seasons.
15. IT’S A MAJOR REVENUE DRIVER FOR URBAN OUTFITTERS, INC. ...
As reported by Racked, in 2014, Anthropologie’s North American sales made up about 39% of Urban Outfitters, Inc.’s total net sales, exceeding $3 billion. The brand’s revenue per square foot is remarkable, generating $995 per square foot, compared to Urban Outfitters’ $696.
16. … AND ITS CUSTOMERS TEND TO SHOP FOR EXTENDED PERIODS.
In 2015, shoppers at Anthropologie spent an average of 75 minutes browsing in stores.
17. ONLY NINE STATES LACK AN ANTHROPOLOGIE STORE.
These states are: Alaska, Iowa, Montana, New Hampshire, North Dakota, South Dakota, Vermont, West Virginia, and Wyoming. However, this number will soon drop to eight, as Anthropologie plans to open a location in West Des Moines, Iowa, in 2016. The brand also operates internationally, with 12 stores in Canada, nine in the UK, and one in France.
18. THE COMPANY ALSO OPERATES A GARDENING STORE AND A WEDDING STORE.
Terrain debuted in 2008, followed by BHLDN—pronounced “beholden”—in 2011.
