Lingerie brand ThirdLove is getting ready to stake its claim at Lenox Square, planning its first standalone Atlanta boutique inside the Buckhead mall. The new shop is slated for the fourth floor, putting the direct-to-consumer darling in the company of Pottery Barn Kids, Windsor and Bloomingdale's.
What's official
According to What Now Atlanta, Lenox Square’s online directory lists ThirdLove as a tenant on the mall’s fourth floor, and the outlet says it confirmed the forthcoming location with ThirdLove representatives. What Now also notes the mall’s address as 3393 Peachtree Rd NE.
Simon lists a 'Coming Soon' tenant
Lenox Square’s official directory on Simon.com includes a ThirdLove entry stamped "Coming Soon," with the hours field also reading "Coming Soon." Listings like that usually show up after leases are signed or when tenant build-outs are moving ahead, a sign this boutique is working its way through the Lenox leasing pipeline.
Brand context
ThirdLove’s own store-locator page shows the brand already stocks merchandise inside Neiman Marcus at Lenox Square, a department-store setup the company has been using while it grows its physical presence. What Now reports the new Lenox Square spot would be ThirdLove’s first standalone Atlanta boutique, giving the retailer a full branded space instead of relying only on department-store shop-in-shops.
Why it matters
Industry coverage has tracked how digitally native brands are increasingly opening physical stores to cut customer-acquisition costs and boost visibility, especially in busy shopping districts. Reporting from Retail Dive includes ThirdLove among the names leaning into offline retail, using mall foot traffic as a pipeline to long-term online customers.
What to watch next
So far, neither ThirdLove nor Simon has released an official opening date or a floorplan for the Lenox Square store. The Simon listing remains labeled "Coming Soon," and ThirdLove's own store pages do not yet show a standalone Atlanta boutique. Keep an eye out for a formal lease announcement, grand-opening date or local hiring posts, which typically surface ahead of new mall boutiques and offer the clearest signal for when shoppers can walk in and get fitted in person.
