Why Linen and Lighting Brands Are Opening Rare Stores in Preston Hollow

"Dallas is a city that takes its homes seriously; there is a genuine culture of investing in how you live." Michelle Klein, CEO of Pratesi and president and CEO of Sferra Fine Linens, said that to Home Textiles Today in October, explaining why both brands chose The Plaza at Preston Center for their next boutiques.

These brands have very few stores. The SFERRA store will be the brand's first location outside New York City. Rejuvenation's new store at Inwood Village is its 14th anywhere in the world. Both companies are building their Preston Hollow stores around design help, custom work and hosting events, not just shelves of stock.

That changes the holiday errand. Thanksgiving is three weeks out. Shopping for the guest room, the dining table or a dim entry hall now goes best if you bring room measurements and a little time, and less well if you treat it as a quick stop between other errands.

Three Firsts, a Short Drive Apart

The new arrivals sit at two shopping centers on the neighborhood's southern edge. One is Inwood Village at Lovers Lane and Inwood Road. The other is The Plaza at Preston Center, off Preston Road.

Rejuvenation Comes With a Designer

Williams-Sonoma, Inc. announced the opening of Rejuvenation's first Dallas store on Sept. 18. It sits in Inwood Village at 5370 W. Lovers Lane, Suite 322. The store carries lighting, hardware, bath collections, furniture, textiles and mirrors, plus a rotating selection of vintage pieces.

For a host, the store's free design services matter most. The Dallas store page lists complimentary design help in three formats: in your home, in the store or by video. That help applies to the parts of a house guests notice right away, such as the pendant over the dining table, the sconces in a powder room or the hardware on a bar cabinet. Store hours are 10 a.m. to 6 p.m. Monday through Saturday and 11 a.m. to 5 p.m. on Sunday.

The brand started with old houses. The Advocate describes Rejuvenation as a Portland company founded in 1977, rooted in architectural salvage, that now designs and makes many of its light fixtures in the United States. That history explains why the vintage pieces are part of the store and not an afterthought.

Inwood Village's Fall Wave Keeps Building

Rejuvenation is one of six additions the center announced in late October. According to the Advocate's roundup, Ball and Buck, a heritage outdoor apparel and gear brand, opened Oct. 8 at 5370 W. Lovers Lane, Suite 325, two doors from Rejuvenation. LAKE Pajamas, founded in Savannah, Georgia, in 2014, opens tomorrow, Nov. 6. It sells pajama sets, robes and matching family collections, which fit naturally on a holiday list next to new guest-room sheets.

The other three will arrive after the holidays. LiftHER, a women-only small-group strength studio, is set to open later this year. BURU, a women's clothing brand, is expected in 2027. Charlie's by Vandelay plans a 30-table restaurant in the former Adelmo's Ristorante space at 5450 W. Lovers Lane, also in 2027. It will not take online reservations.

SFERRA and Pratesi Are Built for the Design Trade

The Plaza at Preston Center has been reshuffling all year. The Advocate reported in May that Carla Martinengo's boutique, open for more than 25 years, moved from its spot facing Preston Road to the interior of the complex at 8383 Preston Center Plaza, Suite 160. The same report said SFERRA would take the former Carlisle Etcetera space, with Pratesi directly next door. Both stores plan to carry fine bedding and bath and table linens, along with custom monogramming and gifts.

Each brand is making a big move with this opening. D Magazine reported that this will be SFERRA's first brick-and-mortar store outside New York City and Pratesi's first in Dallas. SFERRA acquired Pratesi in November 2020. Pratesi's recent openings have been in Palm Beach, New York, South Coast Plaza, Paris and Boston, so Preston Center now joins a short and very selective list.

Like Rejuvenation's free consultations, these stores lean toward design work. According to Home Textiles Today, the Pratesi boutique will serve as a hub for the interior design community. Its bespoke program lets designers and clients work together on custom linens for homes, yachts and private aircraft. The SFERRA store will carry bedding, down, bath and table linens, decorative accessories and seasonal collections, and it plans special events through the holiday season for the Dallas design community and clients. As of early November, neither brand had set a specific opening day, so check with the stores before planning a visit around them.

Custom and monogrammed linens take more time than anything bought off the shelf. If a set needs to be on the table for a December dinner, the store's first weeks are the time to ask about lead times.

The Plaza Already Had the Small Things

The new linen stores join a center that already covers the smaller items a host buys. Swoozie's sells gifts, tableware and personalized items at 8417 Preston Center Plaza. The Advocate reported that the store reopened in late 2025 after the chain closed its Dallas and Atlanta locations at the end of 2024.

Apples to Zinnias at 4024 Villanova sells flowers, accessories, candles and coffee-table books, which covers the centerpiece and the hostess gift. Hadleigh's lists its Plaza store at 4020 Villanova as open, including a home collection. Luminary also carries home and design goods in its curated mix. Maman, the cafe that joined the Plaza early this year, gives you a place to sit between stops.

So the Plaza now has two kinds of stores. The established shops cover what you can carry out the same afternoon, like napkins, candles, flowers and a monogrammed gift. The new stores cover what takes planning, like a full bedding order, custom table linens or a lighting change that starts with a consultation.

A Hosting Calendar for the Next Three Weeks

Lighting and custom linens need the most lead time, so they go first.

1. This week: Book a free Rejuvenation design consultation if a fixture or hardware change is on the list. Installing it takes longer than buying it.
2. Nov. 6 onward: LAKE Pajamas opens at Inwood Village for matching family sets before relatives arrive.
3. Once SFERRA and Pratesi open: Ask about monogramming and bespoke lead times before choosing guest-room bedding and table linens.
4. The week before Thanksgiving: Go to the Plaza's established shops, Swoozie's and Apples to Zinnias, for tableware, flowers and hostess gifts.

The month's biggest gift-shopping event moves this year. The 49th Chi Omega Christmas Market runs Nov. 19 through 22 at a new venue, the 11th floor of the World Trade Center at Dallas Market Center, 2050 N. Stemmons Freeway. Philanthropy Lifestyles reported that this year's market returns to its traditional November dates and expects more than 10,000 shoppers and more than 200 merchants. The money raised supports nine nonprofits, among them the Dallas Children's Advocacy Center, Equest, Family Gateway and The Senior Source, along with collegiate scholarships.

Tickets for every session, including the weekend, are on the market's official ticket page.

Getting a house ready for guests is often the same kind of decision as getting one ready to sell, from which fixture to change to which room needs light and better linens. If you are weighing that kind of update or planning a bigger renovation, Holly Davis & Amy Farris are glad to share what we see across Preston Hollow homes. Contact us.