RePurpose It becomes Purposefully You

RePurpose It, a boutique just north of Washington’s square is no more. The shop has been usurped by Purposefully You, a more clothing-centric store under the same ownership.

Owner Leslie Allender said it was the next stage in a series transformation since opening in 2014. At that time, RePurpose It sold antiques and consignment furniture, then switched to home decor and giftables, before now focusing on clothes under the new name.

“I feel like I found a great fit, and it’s been well-received,” she said. “We get so many wonderful comments and compliments on the change our shop has taken, I have a great team.”

As for the name change, Allender said “Purposefully You” reflected the store’s new philosophy.

“We felt the name change was good for the change in what we did,” Allender said. “It just struck a chord with me, meaning, ‘With intent to purposely be who you are,’ and reflect yourself. We feel our shop, as a whole encompasses that.”

Allender said the store began testing out clothes for the sales floor in April of 2022, but committed to the transition fully last fall. It was not a small ordeal, requiring connections with a new, largely uncharted network.

“Our first swing at it was going to a market show and finding vendors and clothing that we liked, and bringing those in,” she said. “We still have some of the same (suppliers) when it comes to our home decor part.”

While it shares a name with Allender’s shop in The Village, which she endearingly calls “Purposefully You 2,” the two locations carry somewhat different products.

The newer shop aims for “casual, comfy, contemporary,” outfits, while the one on the square leans toward, “dress, colorful, mixed-print” looks. Still, Allender said both stores sought to keep a broad appeal.

“We have shoppers here from 16 years of age to 85 years of age,” she said. “The difference being, your jeans here are a zip-and-button jean, whereas over at the Village they’re going to be an easy pull-on jean.”

While both stores take care to keep a large selection of plus-sized clothing stocked, Allender said her “light bulb moment” inspiring the transition came when she recognized another sizable gap in the local boutique market.

“I wanted a place to be able to shop for, I say, the average woman, that’s between size 10 and 16,” she said. “I wanted to be able to provide that for my customers.”

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Despite the change, the store has maintained its back-of-house workshop for DIY hobbyist crafts. In fact, the shop has added a CNC machine for its sign-making enthusiasts, and has plans to host more events moving forward.

“The hope for this space is not only that we do our own workshops, but that we can also open it up to our own entrepreneurs that are also kind of finding their own feet and trying something new,” Allender said. “I would love to continue to see our community flourish, and I hope to be a part of that as well.”

Comments: Kalen.McCain@southeastiowaunion.com