Ralph Lauren to hit Franklin

Franklin Street will once again be adding a major name in fashion to its 100 block.

Polo Ralph Lauren confirmed Friday that it has signed a lease to open the second branch of its new Rugby store at 135 E. Franklin St.

"The only choice in the South had to be Chapel Hill," said Nancy Murray, senior vice president of global public relations and financial communications for Ralph Lauren.

The Rugby line debuted on Newbury Street in Boston on Oct. 23, a new medium meant to try and attract a younger customer base.

Murray said the Rugby stores will be positioned close to markets around major and important college campuses.

"It's in the 18- to 25-year-old range. It's authentic," she said.

According to Kathleen Greer, a corporate communications officer, the Rugby label is sold exclusively in Rugby store locations.

Newbury Street was chosen because of its proximity to a major college market.

"We're very excited that our second Rugby store will be opening in Chapel Hill in the spring," Murray said Friday, after hearing from Ralph Lauren's real-estate director that the lease had been signed.

Ralph Lauren plans to officially open the new location in March.

The Rugby line is aimed specifically at the college market in both its design and cost.

Comparing listed prices for the Rugby label with Polo's blue standard label shows that polo shirts and corduroy pants are both cheaper under the Rugby label.

A Rugby polo shirt is listed at $48, compared with Polo's standard blue label, which is sold at $62.50, according to the Ralph Lauren Web site.

"They've been doing incredibly," Moore said of business at the Boston location since opening. "We've had a lot of positive feedback."

Murray said the Chapel Hill Rugby store will occupy the space vacated in September by Salon 135, which moved across Franklin Street to the location of the old Subway.

"The University is right there, and there's a history of being interesting and diverse," Murray listed as the reasons Ralph Lauren chose Chapel Hill as the second location for the store.

She said the Rugby stores will then seek locations in Charlottesville, Va., in New York and in Washington, D.C., all locations close to major college markets.

"Franklin Street really was what we were looking for," she said. "There's a lot of history on Franklin Street."

Ralph Lauren will be the first international clothing store to front Franklin Street since the Gap closed its doors last May, citing nearby locations and poor sales.

"Oh, wow," said Charles Patton, a junior and employee of Shrunken Head Boutique in reaction to news of the opening.

"Knowing Carolina and how people like to be trendy, that will probably do well.

"It could be the next fad," he said.

Contact the City Editor at citydesk@unc.edu.