2 the 9s to reopen July 15 at Montgomery Mall in Bethesda

2 the 9s has closed at Westfield Montgomery Mall in Bethesda. However, the owner says the fashion boutique is changing hands, and is being remodeled by the new owner. The shop will reopen July 15 "with a fresh look." 2 the 9s opened here on Level 2 of the mall in the spring of 2023.

EUG Apparel closes at Montgomery Mall in Bethesda

EUG Apparel has closed at Westfield Montgomery Mall in Bethesda. The sportswear and streetwear boutique launched a thousand discussions about its name, which appeared as Embrace Ur Greatness on the storefront, but which Westfield listed as EUG Apparel in its directories. Was the latter simply 3 initials - and if so, what did they stand for? - or a Trumpesque "Yuuuuuuuuge"? But as Jesse Jackson once declared, "The question is moot." The signage is gone, the space is cleared out, and the storefront windows are now blacked out. EUG opened here for the holiday shopping season in November 2024, and that's a pretty impressive run to last almost two years in Montgomery County's anti-business climate and moribund economy.

Kokosh relocates at Montgomery Mall in Bethesda

Kokosh has moved within Westfield Montgomery Mall in Bethesda. The cosmetics boutique debuted in the Macy's wing next to Purple back in December of 2023. It has stayed on Level 2, but now it is across from Uniqlo, next to LensCrafters. Carrying many of the top skincare products from South Korea has been a recipe for success for Kokosh at the mall, at a time when that country has become the standard for beauty and skincare across the globe. Kokosh also carries a line of jewelry reflecting the latest minimalist K-fashion trends in Seoul.

Collars & Co. to open flagship store at Bethesda Row

Collars & Co., the innovative menswear company whose investors include Mark Cuban, is opening its first flagship store very soon at 7126 Bethesda Lane at Bethesda Row. It will replace its original Montgomery County location, a successful pop-up shop in Rockville, the company announced in a press release yesterday. But as a 2000-square-foot flagship store, the Bethesda location will provide a fuller brand experience than has been possible at the label's initial bricks-and-mortar outposts. 

The company is best known for its patent-pending Dress Collar Polo shirts. A "buttery-soft" polo with a true English spread collar, the shirt was designed to provide a replacement for stuffier dress shirts worn under sweaters and jackets in the stifling heat of New York City summers. They are also simpler to clean and maintain than the typical expensive dress shirt. Of course, you can also find button-down shirts at Collars & Co., as well as trousers, shorts, outerwear, sweaters, blazers, and shoes.

Collars & Co. generated buzz at its Rockville pop-up by including an actual Porsche and an Instagram-ready private jet interior replica backdrop for selfies in the store. Expect such flourishes on a larger scale at the new Bethesda flagship location. "Opening our flagship store in Bethesda is a defining moment for Collars & Co. and a true homecoming for our brand," founder & CEO Justin Baer said in a statement yesterday. "As we continue to expand our retail footprint in the DC-region, we’re excited to create spaces where longtime customers and new shoppers can fully experience Collars & Co."

Alo offering early access Thursday night ahead of Friday opening in Bethesda

If you just can't wait for the grand opening of Alo at 7236 Woodmont Avenue at Bethesda Row this Friday, they have a solution for you. The yoga and wellness apparel boutique will be hosting an early access shopping event this Thursday evening, May 21, 2026, from 5:00 to 8:00 PM. Can't make it Thursday? The shop will be holding a grand opening celebration from opening day Friday through this coming Sunday.

Alo sets opening date at Bethesda Row

Alo has scheduled an opening date for its eagerly-awaited boutique at 7236 Woodmont Avenue at Bethesda Row. Its doors are now set to open on Friday, May 22, 2026. Alongside Beyond Yoga's recent arrival at Westfield Montgomery Mall, Alo has generated a lot of excitement about its impending arrival among readers in its target audience.

Los Angeles-based Alo sells "high-performance, fashion-forward clothing" for movement, recovery, and the wellness-focused lifestyle. The company has anchored its business model and mission on a dual foundation of yoga and mindfulness. In Bethesda, that will extend beyond apparel and accessories to include free online classes, community events, and wellness-fostering products. Underscoring the company's wellness aesthetic, its bricks-and-mortar locations are referred to not as "stores," but as Sanctuaries.

Francesca's closes at Montgomery Mall in Bethesda

Francesca's has permanently closed at Westfield Montgomery Mall in Bethesda. They had one of the longest closing sales I've seen outside of some of those rug shops. Then again, the demise of the fashion boutique chain was also a long one. Francesca's filed for bankruptcy over five years ago. Westfield is probably not losing sleep over this closure, as it has recently agreed to leases with a number of tenants that would be considered an upgrade from Francesca's.

Johnnie-O opens at Bethesda Row (Photos)

Johnnie-O is now open at 7243 Woodmont Avenue at Bethesda Row. The "West Coast Prep" apparel boutique carries the label's signature golf shirts, and casual performance wear for men, women, and children. This is the first Johnnie-O location in the state of Maryland. Operating hours are 10:00 AM to 7:00 PM Monday through Saturday, and 12:00 PM to 5:00 PM on Sundays.

Beyond Yoga opens at Montgomery Mall in Bethesda

What is beyond yoga? Astral projection? Teleportation to Waffle House? The first customers are finding out at Beyond Yoga, which is now open at Westfield Montgomery Mall in Bethesda. We know one thing, which is that Beyond Yoga delivers on promises. Only announced a few months ago, and expected to open by summer, it has opened well ahead of schedule. Expected to compete with Lululemon and Fabletics, based on reader feedback, Beyond Yoga is considered by a good number to be superior to both.

The Los Angeles-based company's calling cards include a "body-positive" product line, a Thred-Up apparel exchange program, and its proprietary soft Spacedye fabric. It recently expanded into men's apparel. Look for Beyond Yoga on Level 1 of the mall, next to Vineyard Vines in the Nordstrom wing.

Mavi opens at Montgomery Mall in Bethesda

Mavi has opened at Westfield Montgomery Mall in Bethesda. The Turkish denim boutique missed its fall 2025 opening date by several months, but the chain has been engaged in a major expansion of bricks-and-mortar locations across America over the last year, including Jacksonville, Minneapolis, and Long Island. That has included establishing a U.S.-specific subsidiary. Mavi's arrival in American malls comes as Gen Z has shown a preference for in-person shopping over online ordering, particularly in the fashion sector.

If a denim brand can't have Sydney Sweeney and her good genes, it helps to have something unique in the actual denim material to set the brand apart from the other department store jeans that abound in the mall. In Mavi's case, they have Turkish denim fabric in several styles. SuperSoft is a midweight denim that employs Tencel and Lyocell fibers for softness and stretchiness. Feather Denim is even softer and lighter. And Organic Move is the softest with maximum stretch.

What's new for the season at Mavi just as they welcome their first customers in Bethesda? Most obviously, they are promoting their "L-OW RISE" jeans. For summer, they have a line of white denim. Look for Mavi on Level 1 of the mall, in the Nordstrom wing, across from Lily Pulitzer. Operating hours are 11:00 AM to 10:00 PM, seven days a week, according to the mall website.

Gorjana "coming soon" to Montgomery Mall in Bethesda

It was last fall that I first heard about Gorjana's plans to open a second Bethesda location at Westfield Montgomery Mall. Last December, I broke the news that the Southern California-inspired jewelry boutique was confirmed to have leased a space at the mall. And now there is official "coming soon" signage that also confirms where Gorjana will be located on Level 1. The signage promises a summer 2026 opening, which is very appropriate timing for a Laguna Beach retailer.

Indigo Octopus closes at Bethesda Row

Indigo Octopus has closed at 7126 Bethesda Lane at Bethesda Row. The women's boutique, which opened this location about a year ago, carries a curated collection of designer women's clothing, denim, jewelry, accessories, and swimwear. While they have closed here, the good news for those who travel to Ocean City and the Delaware coast is that their Fenwick Island shop opens for the season tomorrow, April 4, 2026. You can also continue to shop from home on their website at indigooctopus.com.

Marine Layer closes for "refresh" at Bethesda Row

Marine Layer has temporarily closed at 4803 Bethesda Avenue at Bethesda Row. The beechwood pulp apparel boutique is beginning a "refresh" of the store's interior. A reopening date has not yet been announced. Customers are being directed to email ohhey@marinelayer.com for inquiries about orders, exchanges, returns, "or anything else." Marine Layer opened here in 2019.

Signage installed at Johnnie-O at Bethesda Row

The sign is up at Johnnie-O, opening this spring at 7243 Woodmont Avenue at Bethesda Row. Construction seems to be proceeding quickly toward that end, as it was only about 10 days earlier that coming-soon signage was posted in the storefront windows. The trend of California-inspired businesses popping up at the Row in recent years continues with Johnnie-O, which property owner Federal Realty describes as "a Southern California lifestyle brand for men, women and boys that combines 'East Coast preppy' with 'West Coast dude' to a create a lifestyle brand referred to as West Coast preppy." 

Johnnie-O "coming soon" to Bethesda Row

Johnnie-O has just posted coming-soon signage in the windows of its future storefront at 7243 Woodmont Avenue at Bethesda Row. The Southern California firm targets a preppy demographic and offers a signature line of golfwear. Headquartered in the Golden State for over 20 years, Johnnie-O carries premium apparel, footwear, and accessories for men, women and boys. Collections include polos, button-downs featuring their patented “Tweener Button,” bottoms, swim, outerwear, performance activewear, and licensed gear from the NFL, NHL, MLB, and the NCAA. Johnnie-O fills the space just vacated by Anine Bing.

Anine Bing closes at Bethesda Row

Anine Bing has closed at 7243 Woodmont Avenue at Bethesda Row. The windows have been covered with brown paper. Anine Bing is the latest victim of the moribund Montgomery County economy, the flight of the rich from MoCo, and the anti-business policies of the Montgomery County Council. This is the only Anine Bing boutique closing in America. In fact, the brand is currently expanding, with new locations opening soon on Long Island and at the Ala Moana Center in Hawaii, as well as two boutiques in China.

The Bethesda location was already showing some signs of struggling by 2023. That July, the boutique reduced its operating hours. It had only been open for a few months at that point.

Federal Realty already has a solid replacement lined up for Anine Bing's space, however. Southern California lifestyle brand Johnnie-O will open there this spring. Johnnie-O is considered a premium apparel brand, but its prices are typically half or a third of Anine Bing's, and therefore may be a better fit for the changing demographics of Montgomery County. 

Francesca's closing at Montgomery Mall in Bethesda

Francesca's is closing at Westfield Montgomery Mall in Bethesda. A closing sale is now underway at the boutique. It's one of the rare business closures we can't blame the Montgomery County Council for, as the chain is closing all of its stores nationwide. It's been something of a slow-motion car wreck for Francesca's, which filed for bankruptcy over five years ago. Westfield has a number of tenants coming in that would be considered a clear step up from Francesca's, so the pain is going to be borne by the employees and loyal customers as opposed to the mall itself.

Sunset on Midsummer opening this spring in Bethesda

Sunset on Midsummer is coming to the Wildwood Shopping Center in Bethesda this spring. A true local, small business startup by founder Lindsey Wolf, the boutique will carry chic apparel, accessories, and gifts aimed toward tweens, teens, and young adults. Sunset on Midsummer will offer on-site embroidery and heat-press personalization, in a 1,759 square-foot space located between Fish Taco and Irresistibles. Wolf, whose father grew up near the Wildwood Shopping Center, is currently aiming for a Saturday, April 18, 2026 opening.

“Wildwood is the perfect location for Sunset on Midsummer,” Wolf said in a statement yesterday. “As a Montgomery County native with personal ties to the area, Wildwood naturally attracts the brand’s core audience and supports experiential retail concepts that encourage connection.” “Wildwood is pleased to welcome Lindsey and Sunset on Midsummer, a new local business to the Bethesda community,” Federal Realty Vice-President Vanessa Mendoza said in announcing the lease Friday. “Small businesses have always been at the heart of Wildwood, and we’re excited to see Sunset on Midsummer thrive at this popular shopping destination.” Federal Realty owns the Wildwood Shopping Center, and has indeed made room for small businesses to grow there over the years.

Sunset on Midsummer sounds like a concept that could enjoy such growth. Hiring of staff will begin soon, and a website for the boutique is online. You can sign up online now to get on The Sunset List ahead of the grand opening.

Alo "coming soon" to Bethesda Row (Photos)

We knew Alo was coming to Bethesda Row this spring, and now we know where. It will be in the space just vacated by Room & Board at 7236 Woodmont Avenue. Last evening, workers were busy inside completing demolition of the interior. Alo sells "high-performance, fashion-forward clothing" for yoga, movement, recovery, and the wellness-focused lifestyle.

Johnnie-O, ALO opening this spring at Bethesda Row

Bethesda Row property owner Federal Realty has announced two new tenants on the heels of the opening of Sephora at the downtown Bethesda development. Arriving this spring will be Johnnie-O and ALO. The trend of California-inspired businesses popping up at the Row continues with Johnnie-O, which Federal Realty describes as "a Southern California lifestyle brand for men, women and boys that combines 'East Coast preppy' with 'West Coast dude' to a create a lifestyle brand referred to as West Coast preppy." 

Headquartered in the Golden State for over 20 years, Johnnie-O carries premium apparel, footwear, and accessories for men, women and boys. Collections include polos, button-downs featuring their patented “Tweener Button,” bottoms, swim, outerwear, performance activewear, and licensed gear from the NFL, NHL, MLB, and the NCAA. Sure enough, the Johnnie-O website already has a line of Indiana National Champions apparel.

ALO is also based - where else? - in Los Angeles. It sells "high-performance, fashion-forward clothing" for movement, recovery, and the wellness-focused lifestyle. Nearly as old as Johnnie-O, ALO is centered on a dual foundation of yoga and mindfulness. That will extend beyond apparel and accessories to include free online classes, community events, and wellness-fostering products. Its bricks-and-mortar locations are referred to not as "stores," but as Sanctuaries.

"Bethesda Row continues to showcase a curated blend of dynamic retail, dining, and services that enrich the customer experience and the neighborhood as the shopping destination of choice," Federal Realty Senior Vice-President Deirdre Johnson said in a statement yesterday. "The addition of these three premium retailers highlights the strong demand for Bethesda Row and reinforces its role as a leading destination for sophisticated patrons in Montgomery County and across the Washington Metro region. We are thrilled to add these new retailers," Federal Realty Vice-President Vanessa Mendoza said Wednesday.

Photos courtesy Johnnie-O (top), ALO (bottom)