First Look: Equation
Giftable matchboxes at Equation
After shuttering its location at the Shops at Excelsior & Grand last March, OPM owner Susan Sun had promised to relocate once she found the perfect location. She's made good on that promise with today's opening of Equation, a new concept with vintage vendor Jamie Carl. Carl had been planning to open her own vintage home accessories and gift shop until she met Sun and the pair decided to join forces. Named for Sun's children (whose initials form "E=mc2"), the store's name also references the union of the two new business partners. Last fall, they debuted Equation's online shop and a temporary pop-up shop in Edina's 50th and France shopping district, which remained through the holiday season. Sun says the location was such a success she decided to stick around the 50th and France area when the space formerly belonging to MINQ boutique opened up at the end of last year.
The store will continue to carry OPM favorites such as Helmut Lang, Smythe, Current/Elliott denim, and Diane von Furstenberg, with the addition of Skull Cashmere, 360 Cashmere, and Sophie Hulme handbags as well as some lower-priced lines such as Pam & Gela and Rails. The biggest change is the addition of home goods and gifts—a mix of vintage and vintage-inspired, including candles from Marie Todd and tea towels, candles, and glassware from quirky-cool brand Spitfire Girl. Equation looks to be winning combination.
Now open, 5045 France Ave. S., Edina, 952-567-7399, equationmn.com.