Apricot Lane Boutique Strengthens Management Team with Retail Industry Leader Chris Lanning

Vacaville, Calif. – Apricot Lane Boutique, a women’s fashion boutique franchise offering branded apparel, accessories and gifts in 75+ stores around the country, has brought on 30-year retail industry veteran Chris Lanning as president of retail to enhance the continued success of franchisees as the brand experiences national growth momentum.

Lanning brings Apricot Lane extensive experience from previous senior leadership roles at worldwide retail brands, including GAP Inc., DSW Inc., Victoria’s Secret and Bath & Body Works. Through an independent consulting practice, Lanning has also lent expertise to various prestigious brands across multiple retail segments. He was inspired to join the burgeoning brand after learning of their innovative, locally-driven business model and commitment to making an impact.

In his latest role as president of retail for Apricot Lane, Lanning will leverage his expertise to help franchisees maximize sales potential within the four walls of their boutiques, focusing on merchandising and customer presentation. Lanning will provide new and existing franchisees with the proper tools, resources and guidance to enhance the brand’s overall customer experience.

“I’ve been fortunate to work with a number of global brands, but there was something special about Apricot Lane’s approach to women’s retail that made me want to be a part of it,” Lanning said. “In today’s multi-channel era, price is not the sole factor in driving purchase intent. Providing unique, on-brand customer experiences – connecting with people – is more important than ever before. Apricot Lane offers a special and engaging in-store experience. I’m looking forward to working with franchisees on creative ways to heighten that experience; all designed to optimize sustainable profitable sales and build brand awareness.”

Lanning discovered Apricot Lane by way of 3Strands – a non-for-profit foundation founded by Ken Petersen, founder of Apricot Lane, dedicated to combatting human trafficking. Impressed by Apricot Lane’s commitment to making an impact locally and internationally, Lanning saw an opportunity to dive into a business where his strengths and passion lined up. The addition of Lanning to the Apricot Lane leadership team comes on the heels of the company’s announcement in 2017 to appoint Patrick Stewart, who also boasts an impressive resume with big-name retailer brands, as CEO.

With more than 75 locations across the country, each Apricot Lane boutique is locally owned, and carries a uniquely-curated selection of merchandise that features a mix of established and up-and-coming brands, many of which are not yet available in traditional retail stores. Apricot Lane's network of franchise owners serve as individual, expert fashion merchandise buyers, and are given the freedom to fill their boutique with merchandise that keeps up with their community’s sense of style. Franchisees also take advantage of vendor-leveraged discounts, allowing them to sell new, quality styles at affordable prices.

“At Apricot Lane, we are dedicated to empowering our franchisees to be their best self by helping them run a unique local business. We don’t set rules when it comes to the merchandise, but offer franchisees the support and guidance they need to successfully operate their business,” Stewart said. “Chris will serve as yet another expert resource on our leadership team, and we are certain his knowledge and experience in the retail industry will help propel our franchisees toward greater success.”

About Apricot Lane Boutique

Apricot Lane Boutique is a leading women’s boutique franchise, and member of Country Visions, Inc., and offers a variety of branded, fashion-forward apparel, accessories and gifts at affordable prices. With 75+ locations nationwide, the company offers a fresh mix of merchandise in-store and online, and customers have the ability to build a current yet unique style.

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