Portland’s aura of laid-back cool just got a little more appealing and fun, and savvy shoppers have Whitney Goodman to thank for it. Infatuated early on with all things well made, a keen eye for detail, and last but not least, stints in public relations at leading press firms and fashion brands, Goodman knows a thing or two about good design. Not surprisingly, Goodman’s next step was creating a platform where to flex her skills. Enter WM GOODS, a quirky select shop situated on the intersection of S.W. Alder street and S.W. 12th Avenue, opposite the first Presbyterian church in downtown Portland. Occupying a lofty unit of an elongated low-rise building in colonial style, it features an interior that’s quite compatible yet also has a certain bohemian edge to it.

Timber undeniably is a prominent element here, captured by sturdy beams, flooring, ceiling, and specific furnishings. Adding a dose of personality to the setting is the painted ombré indigo wall, a custom-made orb light fixture, and a latticed wood wall. Large windows and a skylight not only allow in floods of natural light, but also allow passers-by a good view of the coveted merchandise on offer. As said, WM GOODS is set up as a treasure trove of good design, and as such it carries a tightly curated mix of affordable items, ranging from Mara Hoffman dresses, bags by Cuero & Mør and Chaussure Lapin boots, to cosmetics, fragrances and a beautifully crafted range of homewares.

http://superfuture.com/supernews/portland-wm-goods-store-opening