Fashion guru Billy Reid to open store at new 50th & France development

Acclaimed fashion designer Billy Reid will open what is only his 15th store next month at the new development at Edina's 50th & France.

The new store at Nolan Mains will be the only location opened by the Alabama-based designer in 2021, marking his first foray into Minnesota.

For Nolan Mains, it represents a coup for a mixed-use development whose opening coincided with the COVID-19 pandemic.

Comprising upper level apartments with street-level commercial space, Nolan Mains opened last year on Market Street, with an outdoor square connecting to an arcade that runs parallel to the stores on 50th and France.

So far it has lured a number of Minnesota-based retailers including Stranger & Co, Dugo, Flirt, Six for Good, Scout, and a second location for Lyn-Lake restaurant The Lynhall, while the previously St. Paul-based Sweet Science Ice Cream announced last week it is also moving to the Edina development.

But as MSP Magazine notes, attracting a national name has taken a little longer, with Billy Reid choosing Edina having previously been courted by the likes of the Mall of America and the Galleria.

Another national name that has committed to the revamp include Soul Cycle, but it is yet to open its new location on Market Street.

Billy Reid's 1,800-square-foot store will open its doors on May 13, with Reid saying in a statement: "The Nolan Mains development plans impressed us from the outset and their profile aligned so well with our brand.

"Through the years we’ve developed a good customer base in the region. We’ve had solid support from the developer and the community during the process and we can’t wait to finish our build out and open the doors."