Q & A With Dimvaloo's New Owner Kate Duryea

Kate Duryea has June 1 circled in bright red on her calendar. That day, the first Saturday of the month, she will open the doors to Dimvaloo active living sportswear in the Colonial MarketPlace in Ladue. This is a dream come true for the former triple jumper from the University of Missouri-Columbia.

Armed with a business degree, Duryea used to work in computer consulting. She’s always dreamed of owning her own business. And this one will be located right in the center of the action at the newly revised DESCO developed center.

Dimvaloo has 130 stores in Australia, 10 in Ten in California, and and one soon to be in St. Louis.Australia. This is the first store to open in the Midwest. Dimvaloo has not reached New York yet.

Patch.com caught up to Duryea for a Q & A session about her passion for this business.

Ladue-Frontenac Patch: When will the store be ready to go?

Kate Duryea: We expect to be done sometime in late April.

Patch: What will the place look like?

KD: First you will see recycled fusion tables and the back wall will have a weave to it. This store, like the rest will be long and narrow (2,076 square feet). Our mannequins sit up higher than the ledge and there will be an LED light panel. You will see the cash out desk made of recycled materials. The floor is maple and the place will be very well lit. We have eight skylights to bring in tons of natural lighting.

The store will have a very natural, contemporary feel to it. The back wall will have horizontal stripes of light gray and white. There will be a kids play area and magnetic wipe boards to put up posters and cards. We’ve gone to great lengths to make sure ambience is achieved and the place is warm and friendly.

Patch: Where will your inventory come from?

KD: It is all Lorna Jane activewear from Australia. This is the premier athletic wear in the world. Lorna Jane is a real person who started in aerobics and hand sewed her first outfit. She eventually opened a store with all of her work.

Dimvaloo is its own entity. Think of us as a store that carries only Lorna Jane brands.

Patch: Describe what you will carry.

KD: It’s a high-end activewear. It is fashion and function. A mix of fashions made of LJ Excel fabrics. This is material that hold up to the wear and tear and will wash very well. We provide a wash bag with each outfit.

One of the best selling basics are leggings that will wear well with boots.

Patch: How did you discover Dimvaloo?

KD: My brother worked in Australia for six months. I was there with my mother and we discovered a tennis outfit in one of their stores. I fell in love with it. I don’t even play tennis, but I would just to wear that outfit.

This is the store’s Facebook page.