
A new shop is coming to the space vacated most recently by the 7-Eleven at Wisconsin and O St. The brand, M.M LaFleur, is a women’s clothing store. It is also another DTC brand, which has been a fairly consistent theme for a lot of the new shops in the neighborhood. DTC stands for “direct to consumer” and it encompasses all the brands you see on social media that have no (or minimal) physical presence. (In other words, they sell directly to consumers via delivery rather than through a department store or company-owned store). In some way it makes sense that DTC brands looking to dip a toe (or leg) into bricks-and-mortar would choose Georgetown to do it. Or rather, these brands probably have more to gain from a location in Georgetown over larger national brands that probably don’t get as large ROI from adding a new store here.
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