Local plant store The Victorian is planning its third location, targeting the Upper Westside’s Collier Hall at 1881 Howell Mill Rd.
Co-owner Libby Hockenberry, who owns The Victorian with Cary Smith, told What Now Atlanta that they initially were not looking to expand to the area at this time, instead focusing on enhancements for their East Atlanta location. However, the developer at Collier Hall reached out to them directly regarding a space.
“They offered us really good terms, and it was too good of an opportunity to pass up,” Hockenberry said. “We don’t really have a presence on the west side or in Buckhead, and this kind of spans both neighborhoods. We felt it was a good opportunity to get our foot in the door for clients who don’t come down to Old Fourth Ward or East Atlanta.”
The team is in the permitting process for the Collier Hall location and they are hoping to open in late summer. In addition to serving as a plant store, The Victorian at Collier Hall will integrate a wine bar — Middle Child — into its 1,500-square-foot space. While they are still honing the design of the space, the wine bar and retail store will be combined in the space, with a nine-seat bar as well as seating mixed in with retail offerings and displays throughout the store.
Including Middle Child in the concept will fall in line with The Victorian’s habit of combining retail and hospitality offerings. At their East Atlanta Village location, they have a partnership with Bellwood Coffee and at their Old Fourth Ward location, they opened Burle’s Bar to complement the retail concept.
“The whole idea behind our brand incorporating hospitality is to create places where people want to stay,” Hockenberry said. “We opened The Victorian eight years ago, and retail by itself can be quiet and sometimes stale. Adding that hospitality aspect into the space really helps create liveliness and energy.”
Hockenberry and Smith are bringing Ben Richardson, who is the director of operations at Burle’s, into the mix to design the food and beverage program for Middle Child. The offerings will focus on wine, charcuterie and snacks.
Similar to Burle’s, Middle Child will provide a space ideal for events as well as a gathering space for friends and shoppers.
“I think what people are looking for these days are places and experiences to gather, so we really try to create experiences at The Victorian and Burle’s,” Hockenberry said.
