Retail Concept & Brand Experience Strategy
I design emotionally-intelligent retail concepts — shaping brands and their stores for a best-in-class guest experience where customers feel cared for and deeply connected.
My Story
Hi — I’m L.A. Fraley.
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I design emotionally-intelligent retail concepts and brand experiences. My work lives at the intersection of strategy, storytelling, visual merchandising, and human-centered design, helping founders and brands create spaces and experiences that feel grounding, thoughtful, and deeply connected to the people they serve.
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Before consulting, I spent years leading visual merchandising and experience strategy inside large retail organizations while also developing my own retail concept, CoHabit Home. That project helped me realize something important: I don’t just love retail. I love designing the soul of a retail brand.
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The voice.
The intention.
The product philosophy.
The guest journey.
The feeling people take with them when they leave.
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Today, I partner with mission-driven founders, lifestyle brands, and creative teams to bring clarity to big ideas, translating intuition into strategy, shaping meaningful store environments, and building experience frameworks that make customers feel cared for.
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My approach is calm, collaborative, and emotionally aware. I believe the best brands don’t shout—they welcome. And when design begins with humanity, commerce becomes connection.
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If you’re building something thoughtful and want a creative partner who understands both the heart and the logic behind retail, I’d love to talk.
