Welcome to Setting Up Shop, a new series in which we take you around the world to the most dynamic and emerging luxury shopping hubs, introduce you to the customers, and get an understanding of what makes the local market tick.
Shopping in Austin today looks a lot different than it did five years ago. “It has totally changed,” says Hayley Jones, a 26-year-old Austin native who was born and raised in the city, and spent time in California before returning home. She’s out shopping in the city with 12-year-old Gerry Jane, for whom she nannies alongside her editorial photography work. “There’s more designers, a lot of the name brands are coming here. There are new shops all the time.”
Long-standing retailers have felt it, too. “Down the street there used to be [restaurant] Doc’s Motorworks and all that sort of stuff,” says Chase Casillas, sales manager at Stag Provisions, a menswear store that opened in 2009 on famed South Congress, a long street lined with shops and eateries. “Now, it’s all high-end shopping.” (Doc’s Motorworks, known for its cheese fries, Texas beer selection and sliders, closed back in 2016 ahead of its building’s demolition for a new development on the block. In 2022, also across the road, 38-year-old costume shop Lucy in Disguise also shuttered to make room for sportswear brand On.)
For better or for worse, Austin is changing fast. There’s more money, more people, more events and more shops. One reason for this growth is tech’s migration to Austin, which was brewing even before the pandemic. In 2019, Apple opened a major Austin campus. The company is now expanding, with Californian employees expected to relocate upon completion in 2026. In 2022, Elon Musk moved the Tesla headquarters to Austin (where the billionaire has been spending lots of time). He’s moving the X HQ there now, too.
It’s not just tech jobs. During (and after) the pandemic, young professionals from coastal cities like New York and Los Angeles zeroed in on the city, drawn in by its comparably lower cost of living, lack of income tax, and mix of creative offerings and proximity to nature.
As the city is becoming a major market, it’s attracting luxury brands, says Larry McGuire, co-founder of MML Hospitality (under which McGuire has opened many higher end restaurants and purchased local, luxury multi-brand boutique ByGeorge). “Before five years ago, I don’t think luxury mono-brand stores were really looking at opening flagship-type stores in the urban core,” he says. “That’s definitely shifted now — everybody seems like they need to have a presence here.”
Soho House opened in 2021 to mixed reactions; one local referred to the opening as the beginning of the “death of South Congress”. With wealthy transplants and expanding infrastructure comes skyrocketing rents and unaffordable amenities. But for brands setting up shop, the change is decidedly for the better.
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Austin’s retail scene really boomed post-Covid, for both new and existing stores. “Post-pandemic was an absolute insanity,” Casillas says, adding that the store has seen a fairly consistent uptick in traffic ever since. Newer stores feel it, too. “The pandemic only elevated Austin’s profile, it has an ultra-relevant market for us,” says Louise du Toit, chief commercial officer at Ganni, which opened its first Austin store in 2022.
Golden Goose Americas CEO Silvia Merati, who led the brand’s Austin opening in 2021, agrees. “The city was a huge surprise for us,” she says. “There were not so many luxury brands in the city back at the time. Now, we’re happy to be surrounded by others.”
Hermès signed its lease in 2019, before the pandemic hit — and before the city’s surge in people, shops and restaurants. By the time the Hermès store eventually opened in 2022, Austin was a different city. “It has just exploded,” says US president Diane Mahady. “The timing is pretty prescient for us.”
Below, Vogue Business breaks down what brands need to know before setting up shop in ATX.
The lowdown
When luxury goes to Austin, it heads north: to The Domain. The outdoor mall has over 100 stores and restaurants, with renovations in the works to up the amount of green space. (Notably, The Domain, which is home to the majority of the city’s luxury brands, is owned by Simon Property Group. The Domain Northside, which houses more mid-tier offerings, is owned by Northwood Retail. Though the properties are commonly referred to as ‘The Domain’, they’re two separate entities.)
Golden Goose may have opened before the outdoor mall was as chock-filled with high-end brands as it is today, but the format of The Domain was appealing for its consumer-friendly shopping experience, Merati says. Plus, there are many affordable developments nearby for young people and families, she adds. Now, everyone from Saint Laurent to Gucci to Burberry has real estate, with more (including Dior and Balenciaga) on the way.
But it is a trek for those who don’t live in Northern Austin (about a 20 minute drive from Downtown Austin without traffic), and there’s less tourist traffic, too. (Golden Goose’s percentage of tourist sales in Austin is lower than the brand’s US average.) “The shopping there is phenomenal, but I don’t go to The Domain as much because we live in Zilker Park [South Austin],” says local South Austin resident Taryn, who works in pharmaceuticals and is getting lunch on South Congress with a friend visiting from San Antonio in between meetings.
South Congress has a growing luxury spin, with shops like ByGeorge, Rag Bone and Ganni mixed in with the food joints and coffee shops that line the street — but Hermès stands out.
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Hermès executive chairman Bob Chavez wanted a different kind of location, Mahady says, in keeping with the brand’s penchant for opening in unexpected, lifestyle-focused places. Insiders were surprised. “I had people in retail real estate who called me when it became public that that was going to be our location. They were like, ‘You’re crazy, you don’t know Texas, you shouldn’t be going there,’” she recalls. “We always trust our singular vision.”
It helps the brand grab passersby who aren’t in Austin to shop, Mahady adds. “They’re not going out to The Domain, but they are on South Congress, so that’s terrific for us.” They may not buy the big-ticket items, but they’ll nab a fragrance or beauty product.
So luxury has options, but there isn’t an obvious, central location for high-end brands to set up shop. South Congress still raises eyebrows — though proves successful, per Hermès — and The Domain doesn’t capture passersby the same way a central Austin location would.
Enter MML’s latest venture: Sixth&Blanco. A large-scale development in collaboration with Swiss architecture firm Herzog de Meuron, Sixth&Blanco will encompass retail space, dining, luxury housing and a hotel. With it, McGuire wants to bridge the gap between a luxury complex that has all the bells and whistles, plus the convenience. Set to open in 2026, it’s located on the west side of town, where much of the city’s wealth has traditionally been concentrated, he says. “There hasn’t been a lot of development activity to serve the parts of town where a lot of the higher end consumers live.”
As of now, McGuire is in discussions with brands. Through ByGeorge (which will move into the complex), he has relationships with the brands stocked, from Bottega Veneta to The Row. “That’s been the start of our conversations; with folks that we have long-term relationships with that we think would be great in Austin with their own stores,” he says. The view is to lure in big-name luxury with Texas-native indie brands as well.
Austin has always been an event city, from its status as a live music capital to tentpoles like South by Southwest (SXSW) in March and Austin City Limits music festival (ACL) in October. Now, the calendar is growing increasingly crowded.
The Formula One United States Grand Prix now takes place in Austin every October, and is quickly becoming one of ByGeorge’s biggest traffic weeks of the year, says Harrison Sater, manager at ByGeorge South Congress. It’s taken place in the city since 2012, but the recent uptick in F1 fandom has driven hype, visitors and sales.
It’s at these times that being on South Congress is a blessing. “From SXSW to ACL, South Congress is a must-see for anyone visiting from out of town,” says Ganni’s du Toit. Sater agrees: “So much of [the events] happen adjacent to the neighbourhood that it’s always a super high-impact time.”
But it’s no longer just about these key moments. Los Angeles vintage denim favourite Filth Mart used to do pop-ups at ByGeorge timed to SXSW and ACL. Now, founder Maggie Fox is there all year round, after relocating to Austin in 2023.
All year round, bridal is big business too. Ganni’s Embroidered Western Boots are bestsellers (of course), many of which attend wedding parties matched with dresses. At Golden Goose, brides-to-be come in droves. Madyson Chapa is in store having her wedding reception shoes customised. “One of my friends did it first and then my sister-in-law got custom ones as well,” she says. “That’s just what the girls are doing these days.”
ByGeorge also gets these groups dropping by. “It’s great for us because their energy is always really stoked to be here, to have fun with a group of friends,” Sater says. Sometimes, they’re keen to splurge on a treat like a handbag; other times, they gravitate towards more mid-tier offerings like Ganni and Simon Miller (especially when they want something to wear on a night out).
The events may bring in the tourists, but the bulk of Austin’s consumers are local, young and loyal, brands say.
ByGeorge on South Congress sees lots of local Austinites from the nearby Travis Heights neighbourhood. The same goes for Golden Goose at The Domain, which gets lots of repeat locals. Hermès, too, sees a higher percentage of repeat local clients than is typical. “Clients keep coming back rather than just dipping their toe in the brand with some sort of entry-level piece,” Mahady says. “We really find them coming in and staying with us.” More than half of Hermès Austin’s clients fit this profile, whereas the split is typically 50-50 loyal versus one-time or new clients.
Golden Goose’s Merati agrees. The brand’s Austin store has high consumer retention, she says. While I’m in the store, a regular customer comes in to buy a new pair of sneakers — all of the sales associates know him well. It’s also one of the Golden Goose’s youngest communities, compared to its other US stores.
Hermès’s Austin client is slightly younger than its average. “The nature of the industries in Austin are a little bit younger, people are relocating from California, from New York.” Couple Joon and Jooeun Choi, whose favourite shop is Hermès, for instance, moved to the city three years ago for Joon’s job at Samsung.
Austin’s status as a big university town — it’s home to the University of Texas (UT) — also plays a role.
“We have a lot of legacy alumni families,” says ByGeorge’s Sater, noting the UT mothers shopping with their daughters while remembering when they used to shop at the brand’s original location (which is still standing nearby, on North Lamar).
Meet the shoppers
The Chois have lived in Austin for three and a half years, having moved for Joon’s job (he works in semiconducting for Samsung). The shopping scene has improved dramatically since they arrived, Joon says. “[There wasn’t] much shopping,” he says of when they moved. “Now, it’s very good. It’s changed a lot.” Hermès is the couple’s favourite place to shop, and they’ll drop by other brands along the street too (like Alo Yoga, which is next door).
Christine is visiting Taryn (who’s a local) from San Antonio, Texas. Both work in pharmaceuticals, and are on their way to Frame after lunch, before starting work meetings again. South Congress is their meeting spot, but The Domain is for serious shopping. “We’re going tomorrow — so many name brands are opening, which is really incredible,” Taryn says. “The shopping there is phenomenal [now].”
Williams works for Amazon Web Services in Washington DC, but travels a lot for work (which he often combines with a shopping trip). Today, he purchased a Louis Vuitton wallet for his wife and a backpack for himself (that’s being shipped home). It’s his first time back post-Covid, and the city has changed a lot, he says. “I didn’t spend a lot of time up here [at The Domain] before. It’s grown a lot.” On South Congress, he shouts out menswear store Stag and luxury cowboy boot Lucchese’s space.
Sheroid Evans and Adrianna Munoz
Munoz lives in Austin, and Evans is in town from LA helping her move apartments. They’re in ByGeorge shopping for one of Evans’s clients (he’s a stylist). He found ByGeorge via none other than ChatGPT. “I said that I’m an Austin-based stylist who’s looking for some Western apparel. I told him I was pulling inspiration from Lenny Kravitz, Pharrell Williams’s Louis Vuitton Spring/Summer 2024 collection,” he says. “I like what I’ve seen so far.”
Nicole and Deion
The mother and son are in town from nearby Copperas Cove; they usually come for the day to shop (typically at The Domain) and then go for lunch. They’ve just been to Gucci, to see about getting a broken bag fixed. “They gave me a brand new one,” Nicole says. The pair got in their car to head off, before parking again so that Deion could browse in Saint Laurent.
Cid Torralba
Torralba, wearing Ed Hardy jeans and a Viviene Westwood belt, is shopping around The Domain on his day off (it’s a Wednesday, but he’s freelance). He got some flannel shirts, jeans and a leather jacket from H&M, and cites Zara and Coach as his other favourite stores around the complex. “I always come to The Domain,” he says. “I feel like this is like the main place for all of Austin.”
Katy and Paul Tozour
The Tozours just bought Katy’s birthday present at the Gucci store: a beige Diana bag. “It’s beautiful, beautiful, amazing,” she says. The pair, who live in Austin, usually come to The Domain to shop, and say there are a lot more options as of late. “Luxury brands are coming,” Katy says.
Hayley Jones and Gerry Jane
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Austin native Jones is at The Domain to do some shopping with Gerry Jane, who she nannies for. They went to Roller Rabbit (“a really cute pyjama store,” Hailey says); Kendra Scott (an Austin favourite jewellery store); and had lunch at an Italian spot. It’s safe and easy. “It’s always here,” 12-year-old Gerry Jane says of where she shops. “I’m not allowed to go to the mall because it’s dangerous.” She got some customised Golden Goose high tops with a sparkly star the other day, and Hayley got a pair of cowboy boots. They cite Neiman Marcus as another favourite.
City quirks
One thing Ganni’s du Toit wishes she’d known before setting up shop in Austin? “The weather is unpredictable and can be a barrier to street shopping,” she says. Aside from the scorching heat, Austin can be rainy, windy and have thunderstorms — the climate isn’t consistent like LA, she offers. This impacts the way ByGeorge merchandises as well, Sater says. “It’s a fun kind of challenge for us with how we do [our] buying and how we present everything,” he says. Plus, for those that are out shopping, it can drive purchases if they’re not prepped with the right clothes (it happens often, he says).
It pays to cater to tourists, retailers agree — especially in a high-end way. Ganni’s Western boots are always on display. Stag avoids doing anything too on-the-nose cowboy, but will incorporate Western trends for the right piece (Casillas points to a flannel shirt with Western details). ByGeorge carries more contemporary items in its South Congress store to cater to this: “We do get a lot of novelty, fun shopping people looking for a very luxe souvenir to bring home,” Sater says.
“Austin is a pretty laid-back town. This isn’t LA. This isn’t Dallas,” McGuire says. “It’s a jeans and T-shirt type town.” The Austin client is much more relaxed, Hermès’s Mahady agrees, recalling a conversation with store manager Cordell Harper. “The clients are very much less formal than our other Texas locations.” Filth Mart’s Fox has noticed this too, relative to cities like New York and LA — or Dallas and Houston. “People are a lot less set in a uniform,” she says. “They are willing to experiment and are interested in what’s new, what’s different, which I haven’t seen before.”
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Place your bets
Austin shows no signs of stalling. Its millionaire population jumped 110 per cent from 2013 to 2023, making it the fastest-growing millionaire population in the US. The city now has the 10th largest millionaire population in the States. For brands eyeing the city, this is a ready-made consumer base that’s in town and shopping all year round. It’s also ranked the best college town in America for 2025, meaning young shoppers and, more importantly, their parents will be out in force.
Plus, the event calendar for 2025 is as packed as ever. The usual tentpoles are on the schedule: SXSW from 7 to 15 March, ACL from 3 to 5 and 10 to 12 October, and the Grand Prix from 16 to 19 October. Also showing up for the first time in 2025 is major esports event Blast.tv Major, which is sure to bring in a new and different clientele to the city.
Down the line in 2026, Sixth&Blanco will officially open its doors. And it promises to be big. Half of the 10 luxury residences have sold already, and with the opening of the hotel and members’ club, more high-net-worth individuals are sure to come to town to eat, shop and spend. There will be two floors of retail and dining space at the complex, leaving ample room for brands to set up shop.
Austin is poised for growth, McGuire says. “In terms of keeping the culture alive and keeping that customer there, there are cool, nice people here and that’s going to continue to happen because the lifestyle that exists here is very attractive compared to other big cities,” he says. “It’s still a baby, and in terms of this world of great design and art and fashion — it’s just starting to emerge.”
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