What if your neighborhood bank was also the best new shop in town?
THE CONCEPTA bank. A boutique.
A brilliant idea.
The Village Shop is built directly into The Village Bank's Wellesley branch — a dedicated retail space that rotates a new local, founder-led brand every season.
WHY THIS COLLABORATIONLocal business doesn't just fill storefronts. It shapes neighborhoods.
We've watched too many great businesses stay invisible, not because they weren't ready, but because the right opportunity never showed up. The Village Shop exists to change that.
“Our approach to growth is intentional and neighborhood-driven. We wanted to do this in a way that strengthens the community. We’re excited to debut a new concept that will support local business and provide the same dedication and service to our customers.”
-Joseph A. De Vito, President + CEO, The Village Bank
"This is more than a retail incubator. It's a launchpad for local entrepreneurs, a gathering place for neighbors, and a storefront that keeps Wellesley's center thriving. This is exactly the work UpNext was built to do."
-Allison Yee, Founder + CEO, UpNext
WHAT IT MEANS FOR THE COMMUNITYGood for founders. Good for neighborhoods. Good for people who love to keep it local.
Every brand that pops up brings something new: products you can't find anywhere else and a story worth knowing. For shoppers, it's discovery. For founders, it's a launchpad. For Wellesley, it's a glimpse of what retail and local banking look like when they’re built around people.
2
locations planned
4–6 month
rotating retail residencies
1
of a kind concept
WHERE IT GROWSWellesley is the debut. But the vision is bigger…
A network of neighborhood retail incubators, each one rooted in a community bank, each one giving a new generation of local brands a place to land.