The company behind the trendy retail brands Urban Outfitters, Anthropologie and Free People is moving beyond fashion and home décor into fresh flowers and plants. Using greenhouses as inspiration, Urban Outfitters, Inc., recently announced its fourth brand concept name, "Terrain."

During a conference call in August, discussing the company's second-quarter results, officials revealed little more than the name of the new brand, and that it would be launched in 2008. When the brand, sans name, was first announced in May, officials said the stores were inspired by "the greenhouse" and would be large and freestanding. Merchandise is expected to include lifestyle home and garden products combined with antiques, live plants and flowers. Details regarding how many stores and where they would be located, were not discussed.

"We have an outstanding opportunity to serve the affluent consumer by offering a unique brand that overwhelms the senses with an eclectic product mix presented in setting infused with beauty," says Richard Hayne, chairman and president of Urban Outfitters, Inc., in a press release.

The company already has three retail brands located throughout the U.S., Canada and Europe.

--Kori Kamradt
kkamradt@safnow.org

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