Ryman owners open Opry Mills concept store

Southern lifestyle boutique selling apparel, branded items

The company that owns the Ryman Auditorium and the Grand Ole Opry has opened the doors to a "Southern lifestyle boutique" concept store at Opry Mills.

The new 65 South store run by Ryman Hospitality Properties' Opry Entertainment Group features "everything Nashville represents about music and the Southern lifestyle" and sells clothing and accessories as well as items featuring the Bluebird Café, the ABC television series Nashville, the Ryman and the Opry. It will mark its grand opening next Thursday.

"65 South celebrates Southern style and our hometown like never before and like nowhere else in the city," said Kim O'Dell, director of retail for Opry Entertainment Group. "Apparel offerings have been curated utilizing as inspiration points the styles of some of today's most popular and fashionable country music artists. The result is an apparel line as diverse and broad-ranging as the mix of musical styles you see represented on the country singles charts each week."

The opening of 65 South comes more than five years after Ryman Hospitality — then still known as Gaylord Entertainment — set up the 5,000-square-foot Opry Originals store on Lower Broadway. Both stores fall under Ryman Hospitality's $76 million Opry and Attractions segment, which booked a 2013 operating profit of about $14 million.

"This unique new addition is a real coup for Opry Mills, offering shoppers from near and far a variety of Southern edge clothing, as well as styles inspired by some of their favorite Nashville-based music artists," said Jad Murphy, general manager of Opry Mills, which early this year landed the first Tennessee store for global brand H&M as well as some other apparel retailers.