Members of the College community who frequent Traditionally Trendy, a retail store in downtown Hanover, will now have to walk a bit further from campus to make their purchases.
The store, formerly located at 24 South Main Street, recently moved down the street to a new, smaller space at 32 South Main Street.
Rocio Menoscal, the store's owner, said the move was made to reduce overhead costs and hours and to improve Traditionally Trendy's location.
The 32 South Main Street location, formerly the home of Pizzazz, is below Hanover Strings and next to Ledyard Bank.
Menoscal, who owns and manages Traditionally Trendy, said she doubted the extra distance from the College campus would affect the store's business.
"In five years, we have built a good clientele," she said. "They keep coming and they will come."
Menoscal said the new location is actually better than the old one, despite being slightly further from the College campus.
"We're on a corner with lots of windows, while we used to have only one window," she said. "This location is much better, more exposed to the public because of the bright windows."
But a better location was not the only motivation for the store's move, Menoscal said.
She said the move reduced overhead, as the lease on the new, smaller location is much cheaper. In addition, Menoscal said she downsized the store to match the change in available space, about a quarter of that available in the former location.
"I decided to move because it's easier and it's cheap," she said. "It's less stressful and less work."
The old store sold clothing, gift items and College paraphernalia, among other things, but Menoscal said some slight changes will take effect at the new location.
"We're going to focus on jewelry and Dartmouth wear," she said. "There will be no dresses and other things that we used to have in the old shop."
Menoscal said she did not know what would replace Traditionally Trendy at 24 South Main Street. As of today, no store has opened at that location.
