Cover Story Headlines with New Boutique

 , a Los Altos home decor boutique, is opening at a new location in downtown Los Gatos.

Since it opened in Los Altos more than 15 years ago, Cover Story has been a fashion fixture for fine linens, Italian dinnerware, bath apparel and other European-inspired home furnishings. Its second store is expected to be open for business mid-July at 2 N. Santa Cruz Ave. in Los Gatos, site of , a home decor store that closed.

The new boutique follows the heels of other small businesses that have expanded locally, despite the nation’s current economic woes. In May, modern Greek restaurant Opa!, which is always packed in Los Gatos,  its latest location in downtown Los Altos.The previous month, Los Altos women's boutique, ,  its second location in Palo Alto.

“We are in the beginning of a major resurgence,” said Craig Cousins, owner of Cover Story. “The feeling is that everything is running in a positive direction.”

For Cousins, space, location, comparable lease rates and the town itself were factors in opening a shop in Los Gatos. Also, the demographics were close to Los Altos in addition to it being  “spot on” for the shop’s targeted market: the well-traveled food and music lover. 

According to the latest U.S. Census Bureau statistics, the median age in Los Altos is 45 years old and the median family income is $186,100. In comparison to Los Gatos, the results are almost the same: the median age is 43 and the median family income is $155,862.

“Los Gatos has a really nice retail scene,” said Cousins, who is a Los Altos resident. “It’s not all big box stores, but boutiques.”

Cousins built Cover Story after the owner of Linens of Los Altos retired, choosing a name that would be a play on words; “Cover Story” refers to items that can be covered, such as beds, tables, bath and even the human body, he said. Most important to him, he searched for a name (among a room full of post-it notes and magazine cut-outs) that would evolve over time without being overly specific.

With its sophisticated product placement and creative window displays, Cousins aims to dispel the view that Cover Story is an expensive store, but rather value-conscious.

“Value doesn’t mean too expensive,” Cousins said. “It means you have value because it’s unique—it’s inherently a well-crafted, well-made production.”

With years of experience in the fashion apparel industry under his belt, including stints as a buyer for the linens department of Macy’s and an executive in wholesale, Cousins knows all too well the inner-workings of a small business.

Cousins’ family has owned speciality food shop Gourmet Works, which has been around for almost 30 years. He used to run it with his sister, Kathy Starkey, until he opened Cover Story. 

When asked about his secret to longevity, Cousins owes it to exceptional customer service, product placement and of course, the ability to continually evolve. 

His latest venture into Los Gatos is already receiving eager comments. 

One fan posted on the store’s Facebook page that even though she is a “Los Altos gal,” she can’t wait for the new store in Los Gatos.

“Cover Story is an excellent new business and an established one,” said Ronee Nassi, executive director of the Los Gatos Chamber of Commerce. “We look forward to them coming in.”