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New women’s boutique with $15 prices set near Boise Towne Square

A new Idaho-based boutique aimed at affordable pricepoints will soon open near Boise Towne Square.

Fashion 15, which also goes by Fashion 15 Below, currently has stores in Pocatello and Twin Falls. It hopes to add a third location at 411 N. Milwaukee St.

“We have some exciting news for you guys,” owner Erin Rigel said in a Facebook Live video in March. “As you know, Fashion 15 – we are the home of the 15 dollars price point. We work really hard at trying to bring you guys trendy items to keep our stores stocked and full to bring you items that are 15 dollars or less to enjoy.”

The store will open this summer in the former Payless ShoeSource location. Rigel said she hoped to open by the first of June, but COVID-19 delayed the plan. Permits indicate a minor remodel to add dressing rooms and other finishes to the store.

[“Influencer inspired” women’s fashion store to add Boise mall location]

Most items hit the $15 price point, but the store recently opened a section with items in a slightly higher price category. The store’s Pocatello and Twin Falls stores feature dresses, tops, rompers, plus size clothing, shoes, and accessories.

The stores have a large social presence, including a Facebook group with more than 27,000 members.

Don Day - BoiseDev Editor
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at don@boisedev.com.

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