In a major brand evolution move, Anthropologie Group has officially spun off its beloved Maeve label into a standalone brand, marking a new chapter for what was once an in-house favorite.
Maeve, long a staple of Anthropologie’s own-brand portfolio, is now stepping into its own spotlight with a fully independent identity and a robust multichannel marketing campaign.
In a LinkedIn post announcing the launch, Anthropologie Group CEO described it as “an incredibly exciting day,” celebrating the brand’s transformation.
“Maeve has long played a central role in Anthropologie’s own-brand strategy and has emerged as a true driver of growth within our portfolio,” the CEO wrote. “This moment is about more than just growth… it’s about deepening the emotional connection our customers feel towards the brand.”
Since its inception, Maeve has built an impressive following. Over the past year, it has attracted nearly 2 million customers, logged close to 3 million searches on Anthropologie.com, and racked up 10+ million views on TikTok. The compelling mix of elegant design, trend-forward styling, and emotional resonance positioned Maeve as a standout even within Anthropologie’s strong private-label ecosystem.
“Its consistent performance… made this the right moment to evolve Maeve into a standalone identity,” the CEO added.
A Bold Marketing Push
To support the launch, Anthropologie is rolling out a 360-degree marketing strategy that reaches across digital, physical, and experiential channels. The effort includes:
• Dedicated Maeve social media channels
• The brand’s first-ever Substack, delivering insider content and style inspiration
• A Maeve-exclusive catalog
• A social impact partnership with She’s the First, spotlighting support for girls’ education
• The first Maeve standalone store, set to open this October in Raleigh, North Carolina
This calculated, immersive rollout showcases the company’s investment not just in the brand’s visuals but in storytelling, community, and social responsibility.
“We’re excited about this new era for Maeve and for our customers to connect with the brand in a new, intentional way,” the CEO noted. “I’m confident that the work we have done to position Maeve will continue to build on the momentum we’ve already seen.”
Signals of a Larger Strategy
Maeve’s success underscores a wider retail trend: investing in high-performing private labels and cultivating them into distinct lifestyle brands. For Anthropologie Group, this move offers an opportunity to expand market share, deepen customer loyalty, and create a fresh springboard for physical retail growth.
“Huge congratulations to our extraordinary teams who brought this vision to life,” the CEO concluded. “I’m so proud of what we’ve built and excited for what’s ahead.”
With new storefronts, storytelling platforms, and social impact partnerships on the horizon, Maeve’s standalone journey seems poised to resonate widely—and stylishly—with today’s values-driven, multigenerational shoppers.
