A great buy in the wrong location still struggles. Before signing a lease, new owners benefit from evaluating a potential storefront against the same customer profile that's shaping the rest of the business.

Match the location to your customer, not just the traffic count. A high-foot-traffic location filled with the wrong demographic won't convert as well as a slightly quieter spot that's exactly where your target customer already shops, dines, or socializes.

Visibility matters as much as foot traffic. A storefront that's easy to see from the street or a parking area captures impulse interest that a hidden or set-back location simply won't, regardless of how many people pass nearby.

Consider your neighbors as part of the pitch. Being located near complementary businesses — barbershops, upscale dining, other menswear or lifestyle retailers — can drive relevant foot traffic your way far more effectively than being surrounded by unrelated retail.

Factor in parking and accessibility. For a store carrying higher-priced statement pieces, customers need to be able to park easily and get in and out comfortably — friction here loses sales before a customer even sees the inventory.

Understand the full lease terms, not just monthly rent. Length of lease, built-in rent increases, and responsibility for repairs and maintenance all affect the real cost of a location well beyond the advertised rate.

Think about room to grow. A location that fits your opening inventory comfortably — with a bit of room to expand the assortment as the store grows — is often a better long-term choice than the cheapest available space.

Visit at different times before committing. Foot traffic and the feel of a block can shift significantly between a weekday afternoon and a weekend evening. Spend time there at multiple points before signing anything.

The right location does real work for a new boutique — bringing in the right customer before a single marketing dollar is spent. It's worth the extra time to get right.