VMFA opens satellite popup store at Short Pump Town Center

The shop, which opened August 3rd, is on the upper level of Short Pump Town Center.

August 6, 2015; 9:52 AM • by Trevor Dickerson

The Virginia Museum of Fine Arts Shop opened a satellite retail store at Short Pump Town Center on August 3rd, known as ShopVMFA. The store will be open through January 2016 on the upper level between Nordstrom and Crate & Barrel.

ShopVMFA at Short Pump Town Center is the museum’s second major off-site retail initiative and offers many of the same collection-inspired and artisan merchandise that customers encounter at VMFA’s flagship store at the museum. In addition to offering the VMFA’s best-selling and most popular items, the shop features a selection of high-end design items exclusive to the West End location, including jewelry and gifts for every age range.

Opening this new location serves two important VMFA objectives, according to museum staff–expanding the customer base and increasing revenues that can be used to support museum operations and programs.

From fiscal years 2010 to 2015, the VMFA Shop generated $14,000,000 in gross revenues. The new shop, as well as other shop initiatives, are expected to continue to increase gross revenues in the coming years.

“People who visit our store in the museum district frequently request that we open stores in other locations,” VMFA Director of Retail Operations Michael Guajardo said. “The satellite location in Short Pump will include exclusive items, as well as holiday merchandise. The opening of the new shop also coincides with the launch of our expanded, enhanced, and easy to use website, vmfashop.com.”

The store’s grand opening will be held Saturday, August 8th from 6:00 – 9:00 PM, with entertainment and “artistic icons” who will help guide visitors to the store.