Emily Wheeler grew up in New Hampshire and discovered Rhode Island when she started her freshman year at Roger Williams, where she ran track and was a mate on a 12-meter boat. Her original Tiverton Four Corners boutique, Salt, focuses on coastal fashion, but her newer store, Farmcoast Outfitters, is all about being active. “I always wanted a store that was geared towards a love of the outdoors,” she says. “I love New England. Four Corners is such a fantastic little community, and I’m so lucky to be a part of it.”
What inspired you to open Farmcoast Outfitters?
Farmcoast was inspired by my love for the outdoors. I’m not a hardcore hiker, sailor or fisherman, but I do love to hike, sail, fish, run, go to the beach... basically I love to enjoy the outdoors. I try to provide products to help others do the same. Farmcoast is for the casual, everyday outdoor enthusiast.
How is the boutique different from its neighbor store, Salt?
Farmcoast is the active/family version of Salt. The products at Salt are cozy, casual cottons and linens for women that can be worn daily or paired with great shoes and some jewelry for a dressier look. Farmcoast provides the yoga, running and hiking outfits for my Salt customers, as well as clothes for their husbands, toys for the kids, hostess gifts and beach essentials.
You do a great job of blending fashionable, trendy items with more active ones.
My retail background is women’s fashion, but I grew up hiking, running and sailing, so I understand the need for the technical aspects of products. However, I’m not willing to completely compromise style for functionality. I try to choose products that provide both.
Tell us about your women’s bathing suits.
Carve, our primary swim line, was developed by surfers tired of adjusting their swimsuits constantly. This sporty but stylish line has quality styles for all body types at a really great price point.
What about summer styles for men?
We have a few new lines this year for men that I’m very excited about. First, we brought in a more technical fishing line and my husband’s favorite, AFTCO (American Fishing Tackle Co), established in 1958. They’ve definitely put time and effort into creating smart, affordable apparel. Next is a line called Original Paperbacks of linen and cotton day-to-night clothing for every man, with great colors, prints and styles. We’ve also brought in a few men’s accessory lines, including Arcade Belts: great, slim, stretchy belts that will pair with any outfit.
You’ve got such a fun selection for kids.
The giant inflatable floats are such a hit - the flamingo is the favorite with my kids. Our sparkle sunscreen comes in a few colors, smells amazing and actually makes kids want to wear sunscreen!
How much is the store informed by life in Tiverton?
My husband grew up in Portsmouth and his family are trap fishermen out of Sakonnet Point. Our products are chosen carefully for a coastal New England lifestyle, with swimsuits, sweatshirts, rain jackets, beach bags, lobster pots and puzzles for rainy days.
3879 Main Road, Tiverton
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