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Soft Surroundings opens first store

ST. LOUIS -- Home furnishings catalog and dot-com retailer Soft Surroundings ventured into the world of brick and mortar today with the opening of the first of at least three new stores to come in the next two years.

The St. Louis flagship store measures 5,200 square feet and is situated in an outdoor mall called The Boulevard across the street from a Crate & Barrel. Although it launched a soft opening today, Soft Surroundings has scheduled its grand opening for mid-January.

Next year, another test store will open somewhere on the East coast, possibly Northern Virginia, and the site of the second test unit is still under consideration.

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