BOCA RATON, Fla.--(BUSINESS WIRE)--Boston Proper, a leading Florida-based house of modern women's contemporary clothing and accessories, today announced it will be expanding its name to Beyond Proper by Boston Proper. Explained in a personal letter written by President Sheryl Clark, and published on its site and social media platforms, "We're not from Boston. Never have been, and we knew it was time for a name that fully embodies our beloved brand."
Clark wants customers to know "We're not re-branding. We're not turning our backs on years of loyalty, memories and stories that made us who we are." Beyond Proper by Boston Proper is a brand dedicated to making curated fashion accessible and wearable for real women at any age. Clark says, "We believe style is defined by attitude, not age. We believe in shaking up the status quo, going beyond what's expected and never settling. This name better defines those beliefs."
The decision is timely in the wake of current events. Clark explains, "Our vision is to empower women with the personal conviction that confidence is sexy, and with that conviction, we can move mountains, shatter ceilings and start movements, without sacrificing the feminine allure that makes us who we are. With the changing retail landscape, the need for brand authenticity and the global women's movement that is upon us, we knew the timing couldn't be better for this evolution."
About Beyond Proper by Boston Proper:
Boston Proper began as a catalog-based company in 1992 and extended to ecommerce. First privately held, and then publicly owned for four years, the brand was sold back into the private sector in 2016 and remains under the same ownership. Today Beyond Proper by Boston Proper offers a complete range of contemporary women's clothing, swimwear, footwear and accessories. Often spotted on the red carpet, celebrity fans include Tyra Banks, Britney Spears, Vivica Fox and Carmen Elektra. To learn more about Beyond Proper by Boston Proper, visit BeyondProper.com.