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Jax Daily Record Thursday, Jan. 11, 201806:50 AM EST

Lilly Pulitzer is coming to St. Johns Town Center

Plans show retailer in location near Nordstrom

Lilly Pulitzer intends to open at St. Johns Town Center, according to plans filed with the city.

The retailer, based in King of Prussia, Pennsylvania, has about 60 company stores in 20 states and the District of Columbia, including 16 locations in Florida.

The closest to Jacksonville are in Orlando and Lake Buena Vista.

An email to Lilly Pulitzer’s media address was not returned. Simon Property Group, the landlord, said it had no comment.

The retailer’s website shows Lilly Pulitzer Department Stores within Dillard’s and Nordstrom at Town Center, Belk at The Avenues mall and at The Ritz-Carlton, Amelia Island.

Inside the Lilly Pulitzer in Fort Lauderdale.

Lilly Pulitzer is known for its brightly colored and patterned clothing and accessories for women and girls.

A history on its website says that in 1960, a “20-something” Lilly Pulitzer opened her first boutique off Worth Avenue in Palm Beach.

“It all happened by accident, really — but what a happy, print-filled accident it was,” the site says.

It says every Lilly store is full of personal touches.

“From 3D oranges reminiscent of Peter Pulitzer’s orange groves to sea shells applied on the walls, each store should make you feel the sun on your shoulders,” it says. 

“The details are unique but the sentiment is the same — bright colors, prints, whimsical props and Florida-inspired designs can’t help but transport you to Lilly’s Palm Beach.

The city is reviewing a permit application for a $75,000 tenant improvement to the 2,550-square-foot space. A permit address is 4663 River City Drive.

No contractor is listed on the permit. Sargenti Architects of Paramus, New Jersey, is the architect.

An August profile at says Lilly McKim Pulitzer, married to Peter Pulitzer of the Pulitzer Prize family, thought of her “now-iconic shift dress” while she was squeezing oranges from her husband’s orchard.

The design would be printed to hide the juice stains while also providing comfort and coolness in the Florida heat.

First lady Jackie Kennedy was photographed wearing a Lilly Pulitzer shift in 1962 and business flourished, according to the magazine site.

Pulitzer designed until 1984 and business decisions plus changing tastes led to a bankruptcy filing, it said.

A company revived it in the 1990s and sold it in 2010 to Oxford Industries, while Pulitzer served as a creative consultant.

The headquarters moved to Pennsylvania where it operates out of a pastel building nicknamed “The Pink Palace” and keeps a design studio in Palm Beach, the site says.

It also launched collaborations with Target and Starbucks.

In 2015, Lilly Pulitzer’s 250-piece limited-edition collection for Target sold out almost immediately in stores and online, according to

The site reported that items in the Lilly Pulitzer for Target collection ranged from $2 to $150, with the most expensive dress at $44.

At, dresses were priced Wednesday from $98 to $298.

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