Press Release: Soft Surroundings opening in Austin on Sept 9th


As an Austin native and back in my day the Arboretum in north Austin was the place to shop or hang out until the Domain was built in 2007.  After that it seemed as though the Arboretum’s shops one by one were closing or relocating (except for a few that have remained).

Thankfully Soft Surroundings is opening a new store in the Arboretum on September ninth. This will be a breathe of fresh air for the Arboretum area which is much needed.

I will be attending the launch of the new Soft Surroundings store in the Arboretum on September 9th and looking forward to see the new store. Since most of you guys don’t live in Texas or prefer to shop online, Soft Surroundings has an online only page. To check out Soft Surroundings merchandise or learn more about Soft Surroundings click here.

The day of the Soft Surroundings event I will be tweeting information, pictures and videos on @nrpena, @hitechchic, and @cutegeek.

Below is the Official Press Release from Soft Surroundings:


First Store Set To Open At The Arboretum At Great Hills In September

St. Louis, MO (August 8, 2016) – Soft Surroundings, a leading luxury lifestyle brand for busy women of all ages, maintains its dedication to providing an extraordinary shopping experience by announcing plans to open a new location at The Arboretum At Great Hills in Austin, Texas. This will be the retailer’s first store in Austin, and fifth store overall in Texas.

Soft Surroundings is committed to helping their customers look and feel their best by providing stylish and comfortable clothing, accessories, beauty and home goods while giving them an effortless shopping experience. The brand is best known for their extremely soft fabrics, global inspiration, customer service and convenience. Most of the apparel and home goods are designed exclusively by and for the brand and the beauty department will feature complimentary cosmetic and skincare consultations as well as regular beauty events.

“We couldn’t be more excited to return to Texas with our first Austin location at The Arboretum at Great Hills,” said Sr. Vice President of Retail, Danny Boddy. “Our brand is all about slowing down life’s rigorous pace and taking the time to rejuvenate and take care of one’s self. We feel strongly that this is something that the women of Austin can relate to and we are excited to give them an opportunity to experience what we are all about. We offer beautiful apparel, luxurious bedding, globally curated furniture, jewelry, accessories and beauty solutions, all hand chosen for today’s busy woman. Our passion for customer service and the integrity of our brand gives us the ability to share our story and hopefully make our customers’ lives a little more fulfilled and enjoyable.”

The Austin location will be the 37th store for Soft Surroundings and is one of fifteen new stores planned for 2016, their largest expansion year to date. An all-day Grand Opening event is scheduled for Friday, September 9th, featuring complimentary champagne, sweet treats and specialized beauty treatments for all who attend. Additionally, the first one-hundred customers in line for the 10am opening will receive a special Soft Surroundings Gift Bag filled with products valued at more than $200.

About Soft Surroundings: Headquartered in St. Louis, MO, Soft Surroundings is a lifestyle brand and retailer of women’s apparel, home, and beauty products. Releasing its first catalog in 1999, Soft Surroundings has been dedicated to making women look and feel their best ever since. Having experienced record growth in its online and catalog channels, Soft Surroundings opened its first retail location in St. Louis, MO in 2005. With current retail locations from coast to coast and many more on the horizon, Soft Surroundings is continuing to expand its retail division nationally to meet the needs of its many devoted customers. Visit Soft Surroundings online at