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Get to Know Esther Penn, Dallas’ Newest Fort Worth Transplant

By Krista Wheeler |

Since opening their first store in Fort Worth back in October 2014, Esther Penn owners Alyson Johnson and Kacey Cargile are making moves to open their second store right here in Dallas. Blank NYC, Tiger Mist, and Free People will feature among the trendy designer ranks when the boutique opens along Henderson Avenue later this spring, and since it’s always thrilling to see a fun small business make their way to Dallas, I reached out to ask the Alyson and Kacey a few questions.  Here, you’ll get better acquainted with the EP girls and find out what to expect in their new Dallas boutique.

BIG NEWS– EP is coming to Dallas this spring ??#twoisbetterthanone #shopestherpenn

A photo posted by E S T H E R P E N N (@esther_penn) on


What inspired you to bring Esther Penn to Dallas?
One of our favorite parts of being a small business owner has been becoming a part of the community and enjoying all the support that comes with it. Dallas was our first choice to expand to because there is a lot of overlap within the metroplex of our customer base. It gives us an opportunity to become a part of a new community while staying close to where it all began.
Is there anything that we can expect to see from the Dallas store that will be different from the Fort Worth store?
Overall our buying and aesthetic will be similar to the Ft. Worth location. We have really tried to keep in mind things that go on within the city in our buying over the past few years, so we will tweak it here and there according to location. So be on the lookout for more red and blue!


How did Esther Penn begin and what is the inspiration behind it?
Alyson and I were working together at a different job when realized we had a similar dream of opening our own store. We have a blast working together, and feel that we have created a space that reflects that. We want Esther Penn to be a place where you feel like you are shopping in a girlfriend’s closet—a place where you feel comfortable but also step outside your fashion box.


What are your favorite pieces/brands from the store that you feel represent the “Dallas girl?’
We will have the staples that every girl needs: a leather jacket, black ankle boot, good white t-shirt, high waisted denim. These are the things you find yourself wearing multiple times a week and are worth spending a little more on. We will also have the trendier options that you want for going out with your girlfriends, date night, or an easy work option.


Do y’all’s personal styles have a lot to do with what brands and pieces of clothing you guys bring into the store?
Absolutely. We have fairly similar personal styles but put different twists on things based on our upbringing and personal interests. Alyson brings the laid-back California vibe with her from Newport Beach and I like a more structured, edgy look. We are constantly inspired by other peoples style—our friends, customers, style icons—and we keep these people in mind on our buying trips.


Are you looking to expand your store beyond Fort Worth and Dallas?
Who knows! We feel so lucky to get to do what we do every day and are thankful that we are able to have the 2 stores in Dallas and Fort Worth. But if the time comes we want to expand beyond DFW… hell yeah!


*Krista Wheeler is an D Home/D Weddings editorial intern.

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