The Towns Where Retail Rules All: Asheville, North Carolina

Place: Asheville, North Carolina 

Population: 94,067 

Best known for: Creativity is king in Asheville, which has a thriving community of musicians, artists, and “makers.” The city’s ability to draw residents and tourists from all walks of life feeds into its rich tapestry, creating an urban environment that’s the epitome of the word “eclectic.” 

Least known for: Asheville’s unique creative reputation is embodied by the lively drum circle that hits Pritchard Park every Friday night during the warmer months. Folks head to the spot toting all sorts of percussion instruments and take a seat on the brick risers to find their rhythm alongside their fellow drummers. 

Why it’s a retail hotspot: When it comes to shopping for vintage clothes, there are few spots in the U.S. with as strong a reputation as Asheville. Tucked inside the sprawling Blue Ridge Mountains, the city draws both tourists and locals who are looking to shop for a special piece to take home. Raina Lee Scott, owner of Posies for Lulu Vintage, which opened three years ago, says that’s all because of “the ethos of Asheville,” which “demands authenticity.”  

If people want to find a one-of-a-kind craft or piece of clothing, they come to Asheville to bring home something eclectic and really cool.

—Raina Lee Scott, owner, Posies for Lulu Vintage

Throughout history, Asheville has always had a booming downtown area, helmed by historic buildings and factories. Its character was also shaped by the presence of Biltmore, the 8,000-acre estate that's become a popular tourist destination. “In the 1800s, the city was called ‘the Paris of the South,’” says Scott. “If people want to find a one-of-a-kind craft or piece of clothing, they come to Asheville to bring home something eclectic and really cool.” 

While Asheville is tremendously attractive to out-of-towners, its vibrancy is largely attributed to those who call it home. Its artistic inhabitants, who have started thriving businesses, are the bait that lures in outsiders looking for a hefty dose of creativity. Scott says it’s that mindset that has established “what Asheville depends on from its locals, and why that’s so appealing to the tourist.”  

Scott specializes in outlandish designer vintage pieces, particularly from the 1960s. “I get the bartender who has an event to go to, or a waitress down the street who wants something special for her partner. But it’s also a lot of people from New York and Los Angeles. It’s a mix.” 

In their own words: The distinctive layout of Asheville’s downtown area directly informs its success as a retail haven. Matt L’Esperance, the owner of Ragtime Vintage Clothing, says that while there are larger, wealthier cities in North Carolina, Asheville’s setup is more conducive to shopping. It features “blocks and blocks” of commercial space instead of a single main street. This expansive scene draws both locals who are looking for a new pair of hiking boots and bachelorette parties from out of town. L’Esperance says his clientele ranges “from dishwashers to lawyers to rock stars coming in after playing a show at the Civic Center.” 

“It really drew me to the city just seeing how many people were out and about on a daily basis,” he explains. “The downtown is walkable – it’s very dynamic. You can just roam, and if you’re like, ‘Oh, I need a little snack or a cup of coffee,’ there’s a place to go. It’s very laid-back and relaxed in that way.” 

The historic spaces that were formerly hotbeds of manufacturing and industry have been thoughtfully repurposed, such as the former army uniform factory that’s now a giant antique mall. Each space has managed to evolve, catering to the diverse needs of a modern city without losing the charm that came before.  

“Buildings have become breweries or coffee roasters, and the retail weaves through the city. The first time you go, you're not sure what you’re going to run into around the next corner,” L’Esperance concludes. "It’s like, the coolest little record shop you've ever seen, or the best-looking coffee shop. It’s very user-friendly and people down here are, in general, a lot friendlier.”