Fashion, fitness, beauty boutiques coming to Water Street Tampa

Two Tampa entrepreneurs and a national fitness chain are putting down roots in Water Street Tampa, developers announced Tuesday, bringing more fashion, skin care and fitness offerings to the downtown Tampa neighborhood. 

Tampa-born businesses Sirena City Haus Boutique and Ayu Bottega plan to open new shops in Water Street over the next several months, developer Strategic Property Partners says. Meanwhile, [solidcore], whose Water Street location was announced in June, is scheduled for a Nov. 12 soft opening and Dec. 19 grand opening of its second Tampa-area studio. 

Both locally-owned boutiques will open near the health-conscious, fast-casual cafe Pura Vida Miami, which made its Water Street debut in September at 1038 Water Street in Tampa, while [solidcore] will open on nearby Cumberland Ave. 

Sirena City Haus Boutique, founded by Tampa entrepreneur Sydney Boright, is targeting a late December or early January opening. The store will expand on her original Sirena Boutique location on Cypress Street, which will remain open, the release says. 

The brand is known for its curated selection of women’s clothing, denim and swimwear, with merchandise generally priced between $100 and $400, the release says. Featured brands include Seroya, ASKK Denim, Icon Denim, Frankies Bikinis and Bond-Eye Swim. 

Ayu Bottega, slated to open in November next door to Pura Vida Miami, is a new concept from Alexandra Exterkamp, owner of the popular Ayu Skin in Tampa’s SoHo neighborhood.

The business will combine clean beauty, wellness and lifestyle merchandise with a menu of holistic, Italian-inspired facial treatments that builds on the success of Exterkamp’s first shop, the release says. 

The third addition, [solidcore], will occupy a 2,675-square-foot studio at 912 E. Cumberland Ave., according to the previously announced lease. It will be the brand’s second Tampa location, joining its Hyde Park studio. The company also has a St. Petersburg location.

Founded in 2013, [solidcore] offers 50-minute, high-intensity, low-impact strength training pilates classes on custom-built reformer machines.. The workouts use slow, controlled movements to target the core, upper and lower body.

Water Street’s 56-acre master plan calls for approximately 9 million square feet of commercial, residential, hospitality, entertainment and retail space, according to its website.