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- Buru offers everyday, functional women’s styles made from deadstock and upcycled materials.
- The Los Angeles-based brand was launched in 2013.
- The brand offers a range of pieces designed for comfort, durability and everyday versatility.
A women’s clothing brand blending style and practicality for busy moms has opened a new store on Worth Avenue in Palm Beach.
Buru, a Los Angeles-based label founded by Morgan Hutchinson in 2013, debuted its new 1,500-square-foot space Oct. 25 at 319 Worth Ave.
The store, which is Buru’s third, offers practical, everyday clothing styles for women created from deadstock, or leftover fabrics from other designers. It also has clothing made from upcycled textiles, which reuse materials from older clothing.
Buru also operates locations in New York City and Charleston, S.C.
“We use deadstock textiles, but we are a small-batch brand focused on creating quality but elevated everyday styles,” Hutchinson told the Daily News.
A mother of three, Hutchinson created Buru to deliver clothing to women that is fashionable, functional and easy to wear.
The brand offers a range of pieces — including tops, dresses, bottoms, jackets, loungewear and accessories — designed for comfort, durability, and everyday versatility.
“I’m a regular mom with young children,” Hutchinson said. “And so my days are constant between popping (out) from dropping them off at school, heading to a meeting and then back to sports and possibly dinner with my husband. So everything I design has that mindset, but we do offer some beautiful special-occasion wear as well — lots of sets so that it can be versatile and interchangeable.”
Starting next year, Buru will introduce a complete leather collection, with a preview of select pieces already on display in the Palm Beach store.
Hutchinson’s ties to the island date back to childhood, when her grandparents often visited Miami and stopped in Palm Beach to shop for antiques.
Her decision to open a store on the island was shaped by her personal history and the success of her Charleston location with visitors.
“The Charleston store was our first store, and what we learned from that was that not only were we servicing the Charleston community, which had grown over time, but there is such a huge tourist community,” she said. “A lot of snowbirds have second homes.
“And then with New York, which was number two, of course it was a huge tourist community. So we were able to service our customers in the middle of the country or even the west coast who travel to New York a few times a year. For us, Palm Beach is all of those things, but even more magical in terms of color down there, and dressing up for no reason at all, or for all reasons, and we just felt it really suited our brand.”
Buru’s Palm Beach space, formerly home to a skincare company, features the brand’s signature green and white stripes, ballet-pink accents and a chartreuse curtained wall.
Hutchinson said the store uses the company’s distinctive colors, but it is designed to keep the focus on the clothes.
“We really brand it with our company colors, but we want to make our clothes shine,” she said. “Other than that, it’s open and bright and airy. I think each store has the core design, and then of course we sprinkle in the local flair. So there’s a lot of rattan elements in Palm Beach and in Charleston. We have little nods to sort of like being by the sea.”
Hutchinson, a Los Angeles resident who plans to visit her three East Coast stores periodically, said she is pleased with the Palm Beach store’s early success and pointed to competitive pricing as a factor.
“It’s been a strong start,” she said. “I think our price point is exciting for people, too, just because there’s so much wonderful luxury there. But I think it’s nice sometimes to be able to pop in and buy a $400 dress versus a $4,000 dress. It just gives a little bit of a different offering.”
Buru is open from 10 a.m. to 6 p.m. Monday through Saturday and noon to 5 p.m. on Sunday. For information, visit shopBURU.com.
Jodie Wagner is a journalist at the Palm Beach Daily News, part of the USA TODAY Florida Network. You can reach her at [email protected]. Help support our journalism. Subscribe today.
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