First Vera Bradley outlet store coming to the suburbs

Wildly popular Vera Bradley is opening its first outlet store in Aurora.

The company, known for its brightly patterned soft purses and bags, is expected to open Monday, Nov. 9, at Chicago Premium Outlets.

Shoppers can expect to find merchandise marked 25 to 40 percent off regular retail prices at the new store, said Vera Bradley spokeswoman Melissa Schenkel. The new 2,200-square-foot shop will employ between 20 and 30 people.

The outlet will mainly carry recently retired styles.

"Vera Bradley will work hard to ensure there is a good product mix at all times," Schenkel said.

Vera Bradley has become popular as the product appeal seems to extend to all corners of the country and to an array of consumers - from movie stars to college students.

Thousands of retailers sell the well-known brand that includes handbags, stationery, luggage, travel duffels, jewelry cases, rugs and sunglasses.

Vera Bradley got its beginnings in 1982 when friends Barbara Bradley Baekgaard and Patricia R. Miller founded the company in their homes with $500.

The women were inspired while awaiting a flight in Atlanta where they noticed a lack of "feminine-looking luggage."

Shoppers say they like the bright bags because they are lightweight, strong and contain many pockets to keep women organized.

The Fort Wayne, Ind.,-based company has retail stores as well. Locally, the stores are found in Deer Park Town Center in Deer Park and Oakbrook Center in Oak Brook.

There are plans for additional outlets in the future, according to the company.