Published by Houston Chronicle
Chloe Dao had a tearful moment when she removed the sign on Lot 8 Boutique in Rice Village in January.
But the Kirby Drive store is not gone. It has reopened with a new name and a new look.
After 12 years in business, the Houston fashion designer has re-named the store Dao Chloe Dao, cut its size in half and renovated the interior with a cozy, playful boutique décor.
“It was about name recognition,” Dao said. “It was hard for me to let go of the Lot 8 name – we’ve had it so long – but it’s time to move to the next level.”
Dao, who won Season 2 of Project Runway, has owned and operated Lot 8 Boutique with her sister Sydney Dao since 2000.
The sisters say they were inspired to rebrand the boutique and clothing line after a meeting with Janet Gurwitch, founder and former CEO of Laura Mercier cosmetics.
“There were a lot of people pointing us in this direction, but Janet was the one who inspired Chloe to capitalize on her brand,” Sydney Dao said.
They also sought advice through a business program at Rice University in which students conducted marketing surveys and research about Dao’s brand.
The store, which reopened last week, has been reduced from about 3,400 square feet to 1,700 square feet with a new look by Houston-based interior designer Darin Brooks. Custom chandeliers were created by Miami designer Dimitry Chamy, owner of Lumaquilt, a new do-it-yourself modular lighting system.
“The store is now a Chloe Dao world,” Chloe Dao said. “It’s like walking into my living room, then bedroom, then into a dressing area, which is like my own closet. It’s much more intimate feeling.”
Dao Chloe Dao will continue to sell the designer’s line, along with an assortment of pieces from Los Angeles-based designers. Dao’s goal is to expand the brand with more fashion options for customers.
