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Jax Daily Record Tuesday, May 15, 201811:23 AM EST

Retailer Soft Surroundings appears headed to St. Johns Town Center

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St. Louis-based chain to open 16 stores this year around the country.

Missouri-based Soft Surroundings, which sells women’s clothing and accessories, appears to be coming to St. Johns Town Center.

Senior Public Relations Specialist Jessica Conick said Tuesday a lease has not been signed and she could provide no information. Simon Property Group is the landlord.

The company is expanding, however. “We are opening stores around the country,” she said.

Conick said Soft Surroundings will have 63 stores operating coast-to-coast as of Friday and intends to open another 16 this year.

Soft Surroundings sells women’s clothing and accessories focused on comfort.

he softsurroundings.com website shows it operates in 33 states, including Florida with locations in Miami, Estero, Sarasota and The Villages.

Soft Surroundings plans to use 4,500 square feet of space at 4790 River City Drive, which is the second phase of the Town Center, the permit application shows.

The space is near Swarovski.

Soft Surroundings sells women’s clothing, swimwear, shoes, jewelry and accessories and fragrances as well as bedding and home goods, beauty and personal care products and travel wear and wares.

Soft Surroundings’ tagline is “my time. my place. my self.”

The company is based in Creve Coeur, a St. Louis suburb.

Conick said the company began in 1999 as a catalog company. It started to open stores in 2005 and began expanding more quickly in the past few years.

“Florida is perfect for our products,” Conick said, which are designed for softness and comfort.

Soft Surroundings sells women’s clothing, swimwear, shoes, jewelry and accessories and fragrances as well as bedding and home goods, beauty and personal care products and travel wear and wares.

 

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