Store will offer a sleeker, more modern shopping experience when it reopens in September

The Lilly Pulitzer store in St. Armands Circle is getting a modern makeover.

The clothing chain known for its brightly colored and artfully printed apparel is revamping one of its two Sarasota stores to make it more open, efficient and inviting to contemporary shoppers.

When it reopens in September, the 13-year-old store on the north side of John Ringling Boulevard before you get to the circle proper will have a smaller checkout area, mobile payment locations and a social table with seats where shoppers can relax, said Eleni McCready, a spokeswoman for Lilly Pulitzer.

The idea is to create a more open, brighter store, giving people more of an experience when they come in, she said. The Lilly Pulitzer store at the Mall at University Town Center is already laid out in this way and a similarly designed location at Jacksonville’s St. Johns Town Center is scheduled to hold its grand opening this weekend.

It’s a move many retailers have made over past several years — making in-store shopping more efficient and experiential in order to compete with the convenience of the internet.

“Our cash wrap used to be very large and bulky, but people check out in different ways now,” McCready said, using the retail industry term for a checkout counter.

While the renovations are taking place over the summer, Lilly fans coming to St. Armands Circle can visit a temporary location right across the street.

“[St. Armands] has been one of our iconic locations,” McCready said. “We’ve wanted to renovate it for awhile, give it the modern Lilly face, and still be in the same great location on the Circle.”

The alterations are expected to cost $65,000, according to permits filed with the city of Sarasota.