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Cool new Fort Worth warehouse project enlists 4 indie shops

Cool new Fort Worth warehouse project enlists 4 indie shops

4 Eleven, Fort Worth
A cool new warehouse space will open on South Main Street in the fall. Photo by Ellie Thorne

A group of Fort Worth folks who are passionate about supporting local entrepreneurs are opening an exciting concept called The 4 Eleven, a warehouse space that will house a collection of locally-owned shops, including home goods, plants, and eateries.

The space will open in October at 411 S. Main St., in an 18,000-square-foot warehouse that's been carefully restored. Shops that have already signed on include LTO, The Greenhouse 817, Winton and Waits, and gourmet popsicle maker Alchemy Pops.

The ownership team includes some of the creators of Brewed Coffee and the owners of 6th Ave Homes. They've come together with a shared love of Fort Worth to save a 1920s warehouse that was in danger of being demolished to build a parking garage.

By bringing in local creatives and independent business owners, they hope to transform the up-and-coming South Main area into Fort Worth's design district, says Jana Clark, one of the owners.

"What was once an aging building in a rundown part of town captured our hearts because we saw the endless possibilities to create a new kind of fun in Fort Worth," she says in a release. "We wanted to preserve the building’s character while adding value to the area, so we kept the best and revitalized the rest. Our goal is to make The 4 Eleven and South Main a destination for locals and visitors alike."

In addition to shops, the 4 Eleven will also contain a spacious event venue, with multiple flexible areas that allow for customizable floor plans, for everything from wedding ceremonies and receptions to nonprofit fundraisers, corporate team-building sessions, holiday parties and more.

Spaces include a main warehouse that can accommodate up to 420 guests and a mezzanine that overlooks the warehouse. Two outdoor areas include a garden patio and a brick-walled courtyard. The Baker suite, a nod to the building's original name, is available for more intimate gatherings.

The venue can be booked for events as early as November 2017.

Karl Marshall, former director of special events at Dallas Market Center, is general manager and a co-owner. He has more than 20 years of experience in the events industry, working on everything from intimate weddings to large-scale fashion show production. He says one of the best things about the venue is how "remarkably beautiful" it is in its natural state, calling it "a truly magical place."

The shops
Four shops will open at The 4 Eleven in late October:

  • Alchemy Pops is the first Fort Worth-based frozen pop company, and this will be its first location. Entrepreneur Carolyn Phillips quit her day job to launch her first frozen pop company featuring seasonal flavors.
  • LTO (Limited Time Offer) is a furniture and decorative accessories store featuring new and vintage pieces. Owner Jana Clark will also offer one-on-one personalized design consultation.
  • The Greenhouse 817 is a creative florist and gift shop from Deryk Poynor, which has been open in a warehouse just south of Berry Street since 2015. Services include arrangements, installations, and styling for events, weddings, editorials, and everyday residential or commercial adornment.
  • Winton and Waits is an accessories, gift, and home goods store by Jenna Lee, which makes philanthropy part of its mission: Every purchase helps empower a woman to open a bank account, create work history, and take care of her family.

Each shop will have its own entrance on South Main Street but also will be accessible through the main public entrance. There also are plans for a full-service restaurant and bar, as well as a program of art exhibits, live music, and farmers markets.