An iconic store in Encinitas, California, is undergoing a transformation. Queen Eileen’s, which has been in operation in the Southern California coastal town since 1989 is becoming a Coco Rose store, making it the eighth store in the resortwear retailer’s portfolio, along with a wholesale business called Bali Queen.
Eileen Burke, owner of Queen Eileen’s and Coco Rose, features her Bali Queen wholesale line in the Coco Rose stores. Along with daughter Shannon Burke, she began CoCo Rose and its wholesale division Bali Queen after a getaway to the island of Bali, which sparked their future of tradition, friendship and creativity.
Of the store’s transition, Shannon says, “Eileen has been ready to focus on her one beach and resortwear brand, rather than spreading herself thin in too many directions. She felt the Encinitas community was in need of a Coco Rose to supply beautiful sustainable Beach & Resort wear all year long.”
The months long transition has entailed lots of promotion on social media, selling down current Queen Eileen’s inventory, sprucing up the store with beautiful Bali jewelry and resort wear, and adding new Coco Rose signage, according to Shannon.
Customers can now shop for Bali Queen resort wear, Z Supply, Best of Kashmir, Flax linen, Kaktus linen, La-a Sol Pom Pom Sandals, and gifts and home decor from Bali.
The transition has been well received. “Since we rebranded in the summertime, customers have been happy to have summer wear available at their fingertips,” says Shannon.
“To stay true to the Encinitas community that has supported Queen Eileen’s all the years, this Coco Rose location will always have a quirky feel, offering a specialized gift section that our customers know and love,” says Eileen. “We will also keep our 1950s Coca-Cola mural on the brick walls and of course our rockstar staff. Most importantly, we will be offering our tried-and-true clothing and jewelry from Bali, that aligns us with our brand from the coast to the desert.”