Clothing boutique returning to Peace Plaza

A familiar name in women’s clothing is making its way back to a prime storefront in downtown Rochester.

Primp Boutique founder and CEO Wesley Uthus says the business plans to reopen its Rochester store this spring at 104 First Avenue SW. It’s the same location where Primp had operated out of for five years, until closing in July 2020 due to the combination of Covid-19 and Peace Plaza construction.

"As I was leaving that store, my husband and I were down there cleaning it all out and I told him, 'I just know we're going to be back,’” Uthus said in an interview on Thursday. “Rochester is just too special of a market and our customers here are too loyal for us to leave for good.”

After watching business bounce back from the pandemic at her five other stores, Uthus said she was already considering taking on another location when she learned the Peace Plaza spot was still available.

She cited the space’s proximity to Mayo visitors and employees, as well as the reconstructed plaza as factors for coming back to the same space.

"When I went back down there for the first time post-construction, I was like, 'Wow, this is so welcoming,’” said Uthus.

Primp is eyeing mid-April to early May for a Rochester reopening. Uthus said the exact date will depend on staffing.

Customers, she added, should expect much of the same feel as the previous iteration of the business. All items will remain under $100 and trained-stylists will be on hand to offer assistance.

"We pride ourselves on offering trendy — but also some classic pieces — at a really great price point,” she said.

Sean Baker is a Rochester journalist and the founder of Med City Beat.

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