Evereve, a fast-growing $400 million retail operation with 113 stores throughout the U.S., is looking to boost its profile.

The women’s contemporary retailer was founded in 2004 by Megan and Mike Tamte, co-chief executive officers, and opened its first store in Edina, Minn., where it maintains its corporate office and a flagship. Evereve carries more than 150 apparel and accessories brands, alongside its own private label, and has stores in such cities as Chicago; Austin; Houston; West Palm Beach and Naples, Fla.; Washington, D.C.; Seattle; Bethesda, Md.; Philadelphia; and Newport Beach, San Jose and Palo Alto, Calif. It is one of the fastest growing retailers in the U.S.

Focused on contemporary sportswear brands, the retailer targets women who love fashion, but have a lot of questions.

Evereve is about to launch its first ad campaign on Thursday. Rather than present fashion as exclusive or intimidating, Evereve is positioning itself as a welcoming destination that offers personalized styling support both in-store and online, which is brought to life in its new campaign. The campaign centers around an exclusive survey of 1,000 women over the age of 35.

Among the survey’s findings: 71 percent say fashion feels intimidating; 74 percent feel overwhelmed by choices when getting dressed; 71 percent say fashion has become harder to navigate as they get older; 80 percent feel the fashion industry does not understand how women actually live, and 90 percent view fashion as a form of self care.

For Evereve, the data reinforces a long-held belief that women are looking for guidance. To that end, the brand looks to deliver an in-store experience centered on personalized styling expertise for its community. For those unable to visit its brick-and-mortar locations, the retailer has an online subscription service, Trendsend, which delivers looks personally curated by an Evereve stylist.

“I founded Evereve after leaving a dressing room in tears,” said Tamte, who is also chief brand officer. “My ‘by women, for women’ philosophy has always been built around helping women unlock their personal style, and curating the brands and clothes that help them do it alongside our in-house styling options. Our new ‘Ever Wonder’ campaign brings that commitment to life in a way that feels relatable and true to who we are.”

According to Tamte, the Evereve customer is a middle-aged woman who’s taking care of her family, herself and her community, “She’s very busy living a very full, happy, busy, crazy life… She works full time, she’s highly educated, she has a nice income, and she makes really wise, smart decisions with her spending. She’s careful about not over-investing in a certain trend.”

She described her customer as wanting to look modern and on trend, but she doesn’t need to be the first adopter. “She doesn’t need to stand out or be different or unique. What she cares most about is just staying on trend and being comfortable and modern and having pieces that mix and match for all the places she goes,” said Tamte, citing mahjong with friends, dinner out, school functions and travel.

“Fashion is not easy, and we’re trying to create a community where it’s OK to have questions about how to wear things, or what goes with it,” said Tamte. The sweet spot at the stores, which average 3,500 square feet, is between $80 and $120. The stores look similar but carry different weight clothing depending on the location’s climate.

The brand campaign was developed in partnership with Yard NYC, a New York-based creative agency. It will roll out nationally across TV, digital, social, online video, along with a hero film depicting relatable getting-ready moments. Survey findings will also be released as part of a broader industry conversation about confidence, customer fatigue, and the need for more service-driven retail experiences.

“The creative strategy is all about showing her that she’s not alone,” said Ruth Bernstein, CEO of Yard NYC. “A lot of women have questions about fashion, and Evereve is the unique partner there to help her make sense of it all.”

At the center of the campaign is the question “Ever Wonder?” — a reflection of the internal dialogue many women experience while shopping or getting dressed. Rather than presenting fashion as exclusive, Evereve positions itself as a welcoming shopping destination, offering personalized styling support in-store and online.

One video shows various women trying on clothes. The voiceover questions whether you ever have the pieces but can’t put it together, whether the style looks “effortless” or “effort,” whether you’ve cried a little in the dressing room, or even danced putting on an outfit. The voiceover says, “That’s why we’re here. To help you fall in love with your style.” The campaign was photographed and filmed by Columbine Goldsmith and styled by Sarah Clary.

Among the best performing brands that are carried at Evereve are Mother, Paige, Pistola, Z Supply, Cut from the Kloth, Varley, Perfectwhitetee, and Melissa Newton (“probably our bestselling brand right now,” said Tamte). The retailer also has its own private label line, Evereve, which does about $125 million. While other retailers pulled back on brick-and-mortar, Evereve has doubled down on physical retail.

Tamte said she’s in New York every six weeks buying for the stores. The store has a kind of California spirit and vibe, and features pieces that are unfussy but modern. She called it “modern, wearable, versatile with everyday edge.”

The retailer’s hero categories are denim, bottoms, cute tops and edgy jackets, said Tamte. Among the denim brands it carries are Kut from the Kloth, Mother, Paige, Le Jean, Citizens of Humanity, Agolde, and Rag & Bone. Tamte said her main competition is Nordstrom, followed by stores such as Anthropologie, Madewell, Lululemon, Aritzia, and Alo. She said Evereve also does a healthy business online.

She and her husband, who handles the real estate, built the business from scratch. They were originally financed by friends and family. Ten years ago, the couple brought on Winona Capital, which bought out the original investors. Winona brought in such investors as Gordon Segal and his wife, Carole, the founders of Crate & Barrel, along with 40 individuals (friends and family) as investors. She and her husband are also investors. “We’ve been EBITDA positive from the first year. The company opened in November 2004, and has had 21 straight years of profits,” said Tamte.

After this initial campaign, Tamte believes they’ll follow up with more advertising. “I believe we should, yes. I believe it takes a while. We want to continue to help people understand who we are, what we do, and understand what makes us unique and what makes us different, so they pay attention. When she finds us, she likes us,” said Tamte.