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Iconic coastal brand relocates HQ to downtown Greenville historic building

Krys Merryman //November 2, 2023//

Iconic coastal brand relocates HQ to downtown Greenville historic building

Krys Merryman //November 2, 2023//

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Southern Tide will move its headquarters into the iconic Borden building in Greenville. (Rendering/Provided)A coastal lifestyle and apparel brand announced its Greenville headquarters will move to a newly renovated historic building downtown.

Southern Tide’s move to the Borden building in an approximately 23,000-square-foot-space at 711 W. Washington St. marks a new chapter for the brand, as it embraces a space deeply steeped in local history and impact on the Greenville community.

The Borden provides not only a strategic location but also a connection to the brand's origins, according to a news release.

“We are very excited to announce this new chapter of Southern Tide and are looking forward to continuing the company’s growth," said Southern Tide CEO Carey Ann Campbell. “Greenville has always been our home and is ingrained in Southern Tide’s DNA. We hope to continue to expand our coastal lifestyle while staying true to our roots in Greenville.”

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“Southern Tide's decision to call the Borden its new home reflects its commitment to preserving local heritage. As the brand settles into this historic space, it is poised to further strengthen its ties with the community and better equip the brand in delivering high-quality products and a beloved lifestyle to both loyal patrons and newcomers alike,” the release said.

The completion of the Southern Tide office space and official move-in are both scheduled for the end of 2024.

Southern Tide's new workspace will accommodate its entire staff on the ground floor, featuring a showroom and collaborative areas, along with a loft area designated for its design studio. Beyond offering a more functional office setting, this new space will also allow for convenient access to Unity Park and nearby shops, a pet-friendly atmosphere, and the option to easily walk or bike to various restaurants and The Commons, the release said.

“We acquired these buildings as an uncovered ‘treasure,’” said Stephen Navarro, president and CEO of The Furman Co. “After several years of design and post-COVID redesign, we were afforded an opportunity to reimagine what modern office space looks like. Walk-up, independent services, open loft style and flexibility, centered for people and pet friendly services. Southern Tide’s commitment to this environment validates this effort. We are thrilled that they want to call Borden home for their corporate HQ.”

Founded in 2006, Southern Tide is a Greenville-based lifestyle apparel brand that can be found in more than 850 specialty retailers and premium department stores across the United States.

In March, the developer of the Borden, The Furman Co., leased office space in the building to Allen Lund Co., a national transportation broker.

The approximately 42,000-square-foot Borden building — which was purchased in 2019 — core and shell is scheduled for completion next week, according to The Furman Co. The Furman Co.’s intent to preserve the historic buildings that were once home to the Borden ice cream factory. The original Borden building structure dates to 1923. The developer wanted to keep “Borden” as the name of the modern urban office park because of its history and to embrace what the site already has to offer.

The developer said there are currently no other tenants to be announced, but they are entertaining multiple offers to lease the balance of the space.

In addition to the Borden Building, Unity Park will feature Honor Tower, for which Southern Tide contributed to the funding, and is set to be the focal point of Unity Park. This 10-story observation tower is scheduled for full completion by 2024.

“The city of Greenville is proud to welcome Southern Tide and their talented employees to a workplace just a short walk away from our award-winning Unity Park that will inspire them every day,” said Greenville Mayor Knox White. “We appreciate Southern Tide’s confidence in our city.”