Hill House Home, the New York based brand behind the viral Nap Dress, has signed a lease at 3938 Magazine Street, taking over the space most recently occupied by Stoney Clover Lane

The 2,000 square foot space is in the 3900 block, a stretch that's become a magnet for national brands looking for a foothold in New Orleans. Warby Parker, Free People, Marine Layer, Reformation, Tecovas, and Le Labo have all landed nearby in recent years, with digitally native brands like Reformation and Tecovas leading much of that wave.

This will be Hill House's first Louisiana location, joining a roster of stores that includes Rockefeller Center, Charleston's King Street, and downtown Greenwich, Connecticut. Only minor renovations are expected before opening.

The deal reinforces a clear pattern on Magazine Street: brands built online are increasingly betting on brick and mortar for visibility and customer acquisition, not just sales, and this corridor keeps making the short list.

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