Blu Spero buys Industriplex distribution space to handle growing online sales

Baton Rouge boutique Blu Spero has moved its distribution center from its store in the Jefferson Plaza development near Towne Center to a 9,800-square-foot space in Metrocenter II on Industriplex Boulevard.
Owner Stacie Lancaster says the boutique—previously an Apricot Lane franchise before splitting from the national company in 2016—needs additional space because it has boosted online sales by 1,000% since ramping up social media efforts.
“It’s a world of difference since last year,” says Lancaster, who owns 11 Blu Spero stores across the Gulf Coast and one in St. Louis, Missouri. “We felt as if we were kind of in a rut before, but we’re now targeting main demographics.”
The business uses Snapchat, Facebook and Instagram, and gets the most feedback from customers on its Instagram, which has over 19,500 followers.
With the move, Lancaster says her main focus is to further grow online sales and improve customer service. She recently hired an in-store training manager to travel to all the boutique’s locations and work with staff.
“If our customers aren’t happy, they’re not going to want to come back,” she says. “We want to maintain a boutique experience, even with our lower price point than a lot of boutiques in town.”
Sales at the brick-and-mortar stores have also increased over the past year, according to her husband, Arthur Lancaster.
Arthur Lancaster was the buyer on record for the Industriplex location, which was bought for $710,000 under 11800 Industriplex LLC, according to sales documents. The seller is listed as Roy G. Kadair and Margo Barnett Kadair.
Baton Rouge broker Jonathan Walker addressed local retailers going “phygital,” where businesses have both brick and mortar locations and online stores, at this year’s Greater Baton Rouge Association of Realtors annual Trends seminar.
“So retail isn’t dead, but brand awareness is key,” he said. “Retailers with the best phygital presence will be the most successful.”