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Prairie Couture closing its doors

Prairie Couture, a mobile fashion outlet that sells western bohemian women’s wear out of trailer, is closing its doors.
2201 Fashion DR09
Marina Perilli, owner of Prairie Couture, presents a sequinned blouse in the showroom of her home in Sturgeon County January 15, 2020. She is closing Prairie Couture, a pop-up trailer that travels across the province selling women's western-bohemian styled clothing. DAN RIEDLHUBER/St. Albert Gazette

Prairie Couture, a mobile fashion outlet that sells western bohemian women’s wear out of a trailer, is closing its doors.

Owner Marina Perilli posted an announcement on the outlet’s Facebook site on Jan. 8 publicizing the closure. It briefly addressed some of the reasons for the closure.

She wrote, “With stores like @charlotterusse @charmingcharlie @forever21 @pier1 @sears @gap closing for good and closing hundreds of stores, you’ve got to wonder what the plan is for running a successful business. We’ve had amazing support from clients and massive growth for a company our age, but in the end I need to be able to support my kiddo, put food on our table, pay the mortgage and pay the bills. Please continue to support us as we go through the heartache of closing our beloved store. We’ve still got new arrivals coming in and we will continue to post what is available. Please share with your friends, join us at our final blow-out sale scheduled for February 21-23 at my home.”

Perilli borrowed the concept after spending time in San Diego, California where vendors sell swag out of trucks and trailers on the beach.

Lacking the funds for a brick and mortar operation, she invested in a 1973 vintage 32-foot AirStream trailer and traveled across the province selling clothes.

In between events such as the Calgary Stampede, Rainmaker Rodeo or Cowgirl Gypsy Lodge Market, enthusiastic shoppers booked in-person appointments at her Sturgeon County acreage.

“When I started the business, it was me following a passion to connect with other women. I didn’t have a business plan. I’m a person that if I have a passion, a dream, I go for it,” said Perilli.

Part of establishing a business was learning that major events such as the Calgary Stampede sold vendor space in 10-foot by 10-foot increments. By peddling wares in a 32-foot trailer, she was asked to pay triple the price.

“I always managed to work around it somehow or get a discount.”

Another obstacle she faced as a small start-up was the growing love affair Canadians enjoy with online shopping.

“It was a big learning curve persuading people to shop local. When there are big companies like Amazon, how do you compete? I even have friends that order everything from Amazon – food, clothes and even toilet paper.”

Two other elements that pushed the closure were Alberta’s uncertain economy and a matrimonial divorce.

However, various businesses contacted Perilli to offer their services. Simone and Ivy as well as Inspire Home Interiors have made their company available to sell leftover stock.

In addition, the Sturgeon County businesswoman is owner of PS Consulting, an occupational health and safety consulting firm. While Prairie Couture was growing, PS Consulting was put on the back burner. However, now she plans to invest more time and resources in PS.

Far from quitting the fashion industry, Perilli is simply taking some time away to organize her affairs.

“Business as a whole is tough. The next time, I need to hire a dream team and have a business plan. I don’t want to just make money. It’s a necessity to pay bills, but I also want to work with what’s in my heart.

Perilli is hosting a pop-up at Corro Collective on Thursday, Jan. 23, at 6 p.m. The address is 28 Muir Dr. Private appointments are also available through Prairie Couture’s Facebook page.


Anna Borowiecki

About the Author: Anna Borowiecki

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