The Central West End gained a trendy new shop with the arrival of 10denza. Located at 44 Maryland Plaza, right in front of the fountain, 10denza opened its doors August 24 in the spot formerly occupied by Design Within Reach with owner Chris Lanter, 48, at the helm.
"I've always loved music and pop culture and style," Lanter said. "I wanted to bring a new experience to shopping in St. Louis. We wanted to provide an opportunity for shoppers to come to one place and find a selection of things -- accessories, shoes, books, magazines, music -- that reflects their city style."
10denza, from the Italian word meaning "trending," is complete with artfully arranged lounge areas, music listening stations and racks of clothing and accessories. Lanter hopes to eventually host art shows and social events.
10denza is Lanter's first retail business. A native of St. Louis, Lanter chose the Central West End area for its range of people, from children to retirees.
"I traveled around to New York, Miami and Chicago looking for some new retail ideas, and I think the Central West End has an eclectic mix of professionals, students and families," Lanter says. "It's a nice cross-section of the city."
Customers can expect to find unique and hard to find shirts, shoes, sunglasses, gifts, books and music in a comfortable environment. The price range is across the board; shirts can range from $30 to $200.
"We hope to continually change and wow customers with new items," Lanter said. "We want people to feel that when they come into 10denza it is more than just an exchange of tender for goods."
A grand opening event is scheduled for September 29.