Favorite Daughter opens Nashville boutique, expands its effortless staples lineup

Favorite Daughter has found a smart new address in Nashville’s 12South, where polished basics and signature denim fit the neighborhood’s easy, style-conscious pace. The brand opened its third U.S. boutique at 2212 12th Avenue South, adding Music City to a retail map that already includes Beverly Hills and Madison Avenue. For a label built around clothes that are supposed to make getting dressed feel simple, the move reads less like a routine expansion and more like a calculated bet on where effortless dressing sells best.

Founded in 2020 by Erin and Sara Foster in partnership with Centric Brands, Favorite Daughter has made a business out of clean lines, neutral merchandising and a wardrobe that skews elevated without feeling precious. The Nashville shop lists hours of Monday through Saturday from 10 a.m. to 7 p.m., with Sunday hours from 11 a.m. to 5 p.m., a cadence that suits a boutique meant to fold into the neighborhood rather than stand apart from it. The opening also extends a concept that translates neatly from coastal shopping districts to lifestyle-driven cities that prize wearable clothes with a little polish.

The brand’s retail build-out has been steady. Centric Brands says Favorite Daughter opened its first store in Beverly Hills in 2021, then moved that location to a larger space last spring, with the new design handled by Joyce Downing Pickens of JDP Interiors. The brand’s first New York City store followed on December 2, 2025, on Madison Avenue. Together, the three boutiques signal a label moving beyond its digital and celebrity halo into a more durable bricks-and-mortar strategy.

The Nashville opening was marked on June 5 with a celebration from 4:00 p.m. to 6:30 p.m., with drinks and bites from Craig’s and a performance by Just Jayne. That kind of event fits the brand’s broader playbook: social visibility, entertainment ties and a lifestyle image that has helped turn the Foster sisters’ audience into shoppers. The company had also been nearing $50 million in sales by June 2024, and it has since pushed further into footwear with Caleres, where the new collection is slated to retail from $195 to $495.

That price range keeps Favorite Daughter in the accessible-luxury lane, where a good blazer, a clean jean and the right neutral shoe can do more work than a closet full of louder pieces. In 12South, the brand is betting that the most compelling kind of fashion is still the kind that looks effortless, feels versatile and makes a city shop look like the right place to buy it.