The Edit is Changing their Name, Upping their Game
Since The Edit in Bucktown opened last fall, we were wondering why the website that we were linking to had never been developed. Well, from what we just learned, 'tis because there were larger plans in the works with how the boutique was going to sell their well-selected array of clothing and accessories.
The Edit's owner, Morgan Gutterman will be updating the name to Edith Hart starting with new awning on May 21st, in order to avoid complications with an upcoming e-commerce site. Same owner, same amazing boutique, just a new name.
Morgan explains, "We were getting a lot of inquiries from outside of Chicago to ship items from the store, and thought it was the perfect time to expand our brand." Doing this research for her new webstores, she felt it may be necessary to have a more unique name so as not to be confused with other retailers. So she made the decision to go with a name she had been thinking of using before opening--an homage to her style icon--her grandmother, Edith Hart. The new site is set to launch in June.