WESTFIELD, NJ — South Moon Under in Downtown Westfield welcomed its first customers the morning of Sept. 12. The shop, which carries contemporary women’s clothing, shoes, accessories and swimwear year-round, is located at 249 East Broad St. in the space formerly occupied by Coach.

It’s the 21st store for the Maryland-based retailer, which began as a small surf shack in 1968. Founder Frank Gunion, Director of Real Estate Jay Lepselter and Director of Sales & Marketing Gage Lester were among those who made the trip to attend the soft opening.

“We’re really excited to be here,” said store manager Michelle Cook. “We had people waiting outside this morning. We had people who wanted to come in yesterday. The buzz has been going on.”

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The shop, prided on its high level of service, carries a number of high-end brands, with women’s clothing in sizes ranging from extra-small to large and denim in sizes 24 to 31.

“We appeal to a broad range of ages,” said Cook.

South Moon Under will hold its grand opening celebration on Oct. 17. For more information about the shop, visit. www.southmoonunder.com.