Some of the hottest home brands have set up shop in the Hamptons and will be opening their doors this weekend to welcome the throngs of New Yorkers who will be heading out for Memorial Day.

Serena & Lily, the aspirational lifestyle and home décor brand by Serena Dugan and Lily Kanter, will open its first-ever retail location in Wainscott; lifestyle brand AERIN by Aerin Lauder will open a seasonal concept store in Southhampton; Anthony Baratta will open a bespoke decorating shop in Westhampton; and MissoniHome just opened its first retail shop in Southhampton.

Serena & Lily is going big with its first-ever brick and mortar location. With multiple buildings and 3,200 sf of space, the indoor-outdoor floor plan invites customers to wander through the various areas of the store, each representing different aspects of the creative vision behind the growing lifestyle brand. Originally an auto repair shop, the building features roll-up garage doors, high ceilings, and lots of light.

Serena Dugan and Lily Kanter

“The Hamptons have a creative spirit and romance that we’re drawn to,” said Dugan. “We also want to celebrate the natural beauty and mystique of the area. Our store will speak to all of that in a casual, elegantly elevated way."

The store will house a selection of Serena & Lily core product: bedding, custom upholstery, furniture, decor, tabletop, indoor and outdoor living, and a separate KIDSHOP featuring bedding, and games, as well as a bunk house transformed from a chicken coup. Also available in the store are items from the newly launched capsule collection of women’s accessories, including totes, beach bags, accessories bags and pareos.

In addition to core product, Serena & Lily Beach Market will feature seasonal merchandise available only at the store, including vintage and unusual items hand-selected by Dugan, limited edition surfboards and board shorts in Serena & Lily signature patterns, and exclusive licensed product from unique specialty brands.

“We wanted to create a unique retail experience that engages all the senses, that expresses our vision for the brand at its most creative and that inspires people to discover something new,” said Dugan. “In addition to the tone and feel of the store, we wanted to provide resources for interior designers in the region."

A custom design studio will be available for customers working on design projects. The area will include swatches of all Serena & Lily signature fabrics and paint colors, plus wood finishes, rug swatches and other resources.

Serena & Lily will be host to the following events throughout the summer:

May 25: Serena & Lily will officially open at 332 Montauk Highway in Wainscott.

May 26: Serena & Lily host a grand opening party, by invitation only. Stay tuned for EditorTV coverage of this event.

July 11 – 14: The Art Collection: To celebrate the long tradition of art in the Hamptons, Serena & Lily will host an outdoor art gallery featuring works from artists near and far. Select works will be seen throughout Serena & Lily Beach Market Artists on display will include Karen Smidth, John Bucklin, Gus Yero, Barbara Groot, and Paul Norwood.

Once a month, Serena & Lily will host book-signing parties for a variety of authors.

Store hours are Monday – Thursday 10:00 a.m. – 6:00 p.m., Friday 10:00 a.m. – 8:00 p.m., Saturday 10:00 a.m. – 6:00 p.m. and Sunday 11:00 a.m. – 6:00 p.m. Serena & Lily will also offer trade appointments for interior designers inside and outside of store hours. Contact Beth Felsen to make an appointment.

Aerin Lauder

The new AERIN seasonal concept store also opens this coming weekend in Southhampton and will feature an evolving selection of goods handpicked by Lauder herself. The jewel box-sized shop will be open for summer, fall and holidays, and will offer timeless staples and in-store exclusives that will change with each season.

Lauder has collaborated with interior designer Jacques Grange on elements of the store’s design, and come fall, will carry pieces from his exclusive home line.

Rending of the store interior, courtesy WWD

For summer, AERIN is stocked with warm-weather essentials, limited edition pieces, beauty products, vintage jewelry as well as everything for the home—from accent pillows in AERIN’s own prints and decorative accessories to a selection of the brand’s distinctive furnishings, and a handful of Lauder’s favorite brands.

AERIN is located at 83 Main Street in the Village of Southhampton. Store hours are Monday – Saturday 10:00 a.m. – 6:00 p.m. and Sunday 11:00 a.m. – 6:00 p.m. The store will officially open on Saturday, May 25.

Anthony Baratta

Making his first foray into retail, interior designer Anthony Baratta is set to open his very first bespoke decorating shop on Thursday, May 23.

The shop will feature one-of-a-kind custom furnishings, antiques and accessories and will offer antique curation of décor as well as creative custom couture for home design.

“Opening a shop has always been a fantasy of mine,” said Baratta. “I see it coming to life as a whimsical design laboratory where there are surprises around every corner. It’s color, creativity and wit—it’s anything but beige."

Housed in a costal shingle cottage, his shop celebrates the “American Summer” with nautical antiques and bright colors that embody the breezy style of the beach. Baratta partnered with his brother Nick to make the store come to life, both have been perennial summer residents in the Hamptons since childhood.

Store hours are Thursday – Monday 11:00 a.m. – 8:00 p.m. Closed on Tuesday and Wednesday.

Baratta will host a VIP kick-off party at the store, located at One Glovers Lane in Westhampton Beach on June 1 from 6:30 – 9:30 p.m.

MissoniHome, which opened last week at 50 Jobs Lane in Southhampton, is best known for its fine textiles, knitwear, embroidered fabrics and colored patterns. The company offers products for both residential and commercial interiors and indoor and outdoor furniture.

The new shop is home to plenty of bright textiles, embroidered cushions, poufs and throws, as well as a range of outdoor cushions and furniture—perfect for the Hamptons lifestyle.

The grand opening event takes place Saturday, May 25, from 3:00 - 6:00 p.m. hosted by MissoniHome and editor-in-chief of HC&G (Hamptons Cottages & Gardens) Kendell Cronstrom (RSVP). The store will be open daily from 10:00 a.m. - 6:00 p.m. and 12:00 - 5:00 p.m. on Sundays, year round.