Over the last couple of years, East Hampton’s main street began to look like a mini rue du Faubourg Saint-Honoré, with major European luxury houses like Cartier, Chanel, Louis Vuitton and Gucci edging out smaller brands and boutiques.
But this year, a slew of independent and cult brands are introducing chic new locations throughout the Hamptons.
Here are some of our favorite new spots to shop Out East, where you can score everything from breezy feminine frocks and swim to haute homewares.
Staud, East Hampton
LA-based Staud, a celeb favorite rocked by Kendall Jenner, Dakota Johnson and Emily Ratajkowski, has opened at 66 Newtown Lane.
Find Creative Director Sarah Staudinger’s adorable “Tommy” bag in crocheted and beaded versions, along with the new Keds collab and beach-to-bar ready-to-wear.
Meanwhile, up the block at 23 Newtown Lane, the brand introduced its first swim store, Staud Sea, selling colorful one- and two-pieces, coverups and sandals crafted from netting.
Gucci, East Hampton
Lido — Italian for “beach” — is the theme of the refreshed Gucci store at 17 Newtown Lane, where ocean-inspired floors, azure showcases and scattered umbrellas evoke a coastal theme.
There are plenty of stylish bathing suits, along with resortwear, and, of course, the label’s iconic handbags.
For a sartorial shot of vitamin D, head to Sunshine.
Heidi Humes moved her treasures from Amagansett to a charming house at 98 Newtown Lane.
The former director of retail merchandising at Diane von Furstenberg curates a compelling mix of hand- woven belts, bags, pareos and beach bags made by women.
Khaite, East Hampton
Need to look effortlessly polished from dawn to dinner at Sant Ambroeus?
Peruse the sophisticated wares at Khaite, the New York brand favored by Meghan Markle and Katie Holmes.
The new shop at 47 Newtown Lane proposes long tailored dresses, Japanese denim and oversize jackets.
Good news for royal watchers: Britain’s Me + Em bows on Memorial Day at 7 Newtown Lane.
Count on smart but affordable lightweight dresses in solids and prints and the company’s first swimwear.
No wonder Kate Middleton and Queen Camilla are fans.
New York streetwear designer Eric Emanuel, favored by Justin Bieber and rapper Travis Scott, is bringing his basketball shorts — splashed with bold logos and prints — along with T-shirts and sweats to 48 Newtown Lane.
After setting up shop in Southampton, Veronica Beard has now expanded east to 66 Newtown Lane, where sisters-in-law Veronica Swanson Beard and Veronica Miele Beard will feature their signature Dickey jackets as well as scuba suiting, denim and butter-soft ballet flats.
Seeking White Party attire?
Swing by Grey/Ven for the coolest cream vegan-leather skirts and jackets.
The California brand’s East Coast flagship will debut at 53 The Circle on May 24.
Investigate the monochromatic essentials.
Pop your collar and bop into preppy shop Sail to Sable Cabana at 77 Main St. Load up on brightly printed tunics, dresses, skirts and tops, along with accessories and hostess gifts from brands like Shoshanna, Derek Lam and Poupette St Barth.
Premium performance sportswear and impeccable tailoring have pride of place at Peter Millar’s new men’s store at 5 Main St. Frequented by the refined international set who prefer half-zip cashmere sweaters, tailored jackets and butter-soft loafers, this is off- duty apparel for 1-percenters.
We all want our pets to live forever.
Veterinarian Cindy Bressler’s Wave Pet Wellness Boutique at 1054 Montauk Highway carries health and longevity wares including custom supplements, anti-oxidant compounds and sound-bath vibrational therapy bowls.
Look forward to approving purrs and wagging tails.
In our book, Barnes & Noble is on the right page.
The new branch at 2044 Montauk Highway sells everything from beach reads to games, DVDs, CDs and even vinyl.
With all the literary figures who live Out East, expect compelling book signings and lectures.
Dôen, SAG Harbor
Boho is back, both on the runways and at 11 Madison St.
That’s where Dôen has set up a shop replete with flowing vintage-vibe dresses, silky slips, playful shorts and swimsuits.
Flutter there for your feminine florals.
On the subject of boho, dress like a global nomad in one of Diego Binetti’s gloriously patterned silk caftans.
The Buenos Aires, Argentina-born stylist-turned-designer has launched Love Binetti at 17 Washington St.
TWP, Sag Harbor
First she founded Haute Hippie, now Trish Wescoat Pound is filling tastemaker closets with TWP (155 Main St.).
Welcome her unlined jackets, body- skimming tops and slouchy trousers to your wardrobe.
After the success of their Montauk shop, Road to Nowhere founders Justin Feinberg and Sasha Rudes are expanding to a second location at 42 Main St.
Think: sustainable clothing for urban adventurers — relaxed trousers for men or women in organic or recycled cotton, linen shirts and denim jacket.
Even more important than a party frock is a cute pickleball dress.
Lifestyle brand Southern Tide has a smashing selection at 127 Main St., as well as polos festooned with the brand’s signature fish, swimwear, long-sleeve shirts with UV protection and moisture-wicking shorts.
Listen up, sports fans.
Custom apparel emporium BROdenim has scored a door at 95 Main St.
Along with its winning game-day wear (Brittany Mahomes and Olivia Culpo tapped the company to embellish their Super Bowl ’fits), the store also boasts a library of Hamptons-specific patches, so shoppers can personalize garms and hats.
Feather your nest at Serena & Lily.
The family-friendly coastal design shop at 332 Montauk Highway is adding a “great lawn” extension this year.
Elevate your outdoor spaces with all-weather wicker lounges and artful al fresco dining and poolside pieces.
Long one of the area’s most popular seafood restaurants, Duryea’s parlayed its popularity into a namesake market, and now, Duryea’s Boutique.
The store at 65 Tuthill Road carries its own branded merch like lobster-embroidered caps and vintage logo T-shirts, plus wellness products and tabletop from other labels.
Collect the crustaceans.
Balmain, Shelter Island
Balmain Creative Director Olivier Rousteing just celebrated his 10-year anniversary at the legacy French maison.
Another historic property, The Pridwin Hotel & Cottages at 81 Shore Road, is hosting the house’s monthlong pop-up boutique (from July 15), in partnership with legendary LA stylist Cameron Silver.
Invest in the iconic tweeds, tailoring and Breton stripes with resort-worthy flamingo and palm-tree motifs.