Detroit entrepreneur Rachel Lutz is expanding The Peacock Room brand in her Park Shelton and Fisher Building stores by absorbing the Yama and Frida boutiques under The Peacock Room nameplate. Financial details were not revealed. The expansions are expected to be completed in the spring of 2024.
Lutz will devote all her 7,800 square feet of retail space spread across two greater downtown Detroit locations to The Peacock Room brand, while continuing to highlight women’s apparel from sizes 0 to 22, accessories, jewelry, and gifts.
“Why are we making this change?” Lutz asks. “Frankly, The Peacock Room needed more room. Our demand for dresses continues to climb as customers aren’t finding what they need online or in cookie-cutter department stores. This will streamline our operations more efficiently, and our Yama and Frida customers will still find their aesthetic within our shops, just now under The Peacock Room name.”
Lutz opened her first retail store in 2011 in the historic Park Shelton with a $1,500 credit card limit. She had grown tired of seeing declining customer service and limited size availability for women.
Lutz believed in the power of brick-and-mortar retail to help women of all sizes feel confident and beautiful in what they wear. Despite the humble beginnings, Lutz’s formula has grown over the past 12 years to be a multi-million-dollar retail success.
“I believe in the power of exceptional customer service and keeping money in the community,” Lutz says. “This is far superior to any online algorithm.”
At the Park Shelton, just north of the DIA, the space known as Frida will house The Peacock Room’s daytime looks, with the interior lobby store expanding its selection of cocktail and formal attire.
At the Fisher Building, the Yama space across from The Fisher Theater will transition to The Peacock Room home and gift gallery and include special seasonal features. The Fisher flagship store will focus exclusively on apparel and accessories.
With this expanded focus, The Peacock Room has added five new staff positions — a merchandiser, a social media coordinator, a general manager, and two key holders (senior salespeople). The Peacock Room has a total of 20 employees.
“I travel the world to find exceptional products for my customers,” says Lutz. “It’s critical to see and feel things in person before they come to The Peacock Room. The idea of this expansion has inspired me to hunt harder for the most interesting and unique finds for Detroit’s holiday shoppers. Combine that with our modern example of exceptional department store service, and The Peacock Room will continue to deliver the unexpected.”
