Branson Chic

Since opening in July of 2017, Wild Orange Boutique has sought to connect shoppers of all shapes and sizes with trendy, affordable apparel. The boutique, owned by Branson resident Erin Wicker, is based in the Lakeside Shoppes shopping center adjacent to the Branson Landing. Wild Orange carries sizes up to 3X in popular brands like Umgee, Hem and Thread, Simply Southern and more. The boutique’s eclectic, boho inspired selection is a riff on Wicker’s personal style, which combines a passion for trendy fashion with the lifestyle of a busy mom and self-described “lake rat.” According to Wicker, the Branson Landing’s steady stream of tourists and new businesses makes it the perfect place to fulfill her childhood dream of owning a boutique. One thing is certain: The uplifting, comfortable atmosphere at Wild Orange reflects a level of hospitality only found in Branson.

Imagine Branson: You’ve been in business since 2017, and you’re already generating a lot of buzz within the local market. What made you decide to open a boutique?

Erin Wicker: I’ve wanted to own my own place ever since I was a little girl. I used to set up a pretend boutique called Pop Rocks. When I opened Wild Orange, I decided to make that dream a reality.

I.B.: What’s the story behind Wild Orange Boutique’s name?

E.W.: The color orange is associated with joy and sunshine. It represents enthusiasm, fascination, happiness, creativity, determination, attraction, success and encouragement. That’s how we want our store to make you feel when you walk in.

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I.B.: How would you describe the overall business climate in Branson?

E.W.: Overall, there’s a lot of collaboration and support in this community. I collaborate with a few [other businesses] in the surrounding area. That’s not even to mention the Landing itself, which is constantly growing. In addition to the shops we have now, we’re getting several new shopping and entertainment spots like H&M and Andy B’s Bowling Alley. I wouldn’t want to set up shop anywhere else.

I.B.: Branson is an affordable, family-friendly vacation destination. What advice do you have for other businesses looking to market to that audience?

E.W.: The most important thing is to know your market. Branson gets 9 million tourists each year, and Silver Dollar City drives a lot of that traffic. It’s essential to play to that family-oriented audience. It’s also important that business owners recognize that Branson is an inexpensive vacation destination. You have to cater to that; that’s why most of our merchandise is under the $50 price point with the exception of jeans and handbags. We want the store to be accessible to the everyday shopper, the everyday woman who is short on time—running kids to ballgames, grocery shopping, working,—but [who] also enjoys girls’ or moms’ night out. We have specifically picked items that make the average woman feel pretty at an affordable price.