Shop Rebels, an online boutique that has operated since 2018 through pop-ups, vendor events, and shared retail spaces, will open its first standalone storefront in downtown Westminster this summer.
Owner Perla Lay said the location, a 37 E. Main Street building that previously housed a tax office, marks a milestone for the business after years of online sales and temporary retail formats.
"This will actually be our first standalone physical storefront," Lay said. "Over the years, Shop Rebels has existed primarily as an online business along with shared retail spaces, pop-ups, vendor events, and warehouse-style setups. Opening on Main Street is a huge milestone for us and feels like a natural extension of what we've been building online since 2018."
The store will carry clothing, books, home décor, accessories, gifts, and handmade items. Lay described the aesthetic as a mix of whimsical, gothic, cozy, and alternative. The business started with a focus on fashion before evolving into a broader lifestyle brand.
One of Shop Rebels' signature offerings is its "Blind Date with a Book" bundles, in which customers receive a wrapped book selected by genre rather than title. Lay said her version differs from other sellers in the popular online niche by pairing each bundle with a styled item that matches the book's genre. Coincidentally, Shop Rebels will be located directly across the street from the Westminster Branch of the Carroll County Public Library.
Lay refers to the brand's customer base as "Rebels,” a group she said skews toward people drawn to bookstores, coffee shops, concerts, hiking, thrifting, journaling, and self-expression through fashion and décor. She cites Fleetwood Mac, Hozier, Florence + The Machine, Lana Del Rey, indie folk, and classic rock among the artists associated with the brand's aesthetic.
The business has gone through several iterations. Lay launched it in 2018 as "The Wardrobe," an outgrowth of a college side hustle making and selling rave wear on Etsy to pay her bills. After graduating, she moved into the boutique world and rebranded as Shop Rebels after closing her Bethesda storefront.
That Bethesda location was a roughly 200-square-foot space at the entry of Pure Ryde, a pilates studio, where Lay sold women's activewear and everyday wear. She closed it shortly before the COVID-19 pandemic; she said the brand's direction at the time no longer aligned with her vision.
Shortly after closing the Bethesda space, Shop Rebels won the 2020 DC Best Boutique award through The Boutique Hub. Lay said pivoting fully online turned out to be a fortunate decision.
"At the time, it felt like a huge risk, but it ended up being one of the best business decisions I could have made without even realizing what was coming," Lay said.
During the pandemic, the brand's following grew on TikTok and Facebook through live sales, styling content, and storytelling. Lay said the focus on community-building, rather than direct selling, has carried into the brand's current customer base and is part of why opening a permanent storefront feels meaningful now. Shop Rebels’ largest online following is on TikTok, with close to 29,000 followers.
Lay, who recently had a baby, moved to Westminster from Montgomery County last August and bought a home with her husband. She said they walk downtown almost daily and noticed the for-rent sign on the Main Street space a few weeks ago.
Renovations and merchandising at the Main Street location are underway. "I am excited to bring some life to it." She recently shared a photo of the storefront on Instagram, saying, “This is the before… and trust me, you’re not ready for the after.”
Shop Rebels is targeting a July 2026 opening. More information on the brand is available at shoprebels.com and on Instagram, TikTok, and Facebook at @shoprebels.