San Francisco legacy business Love on Haight is opening a second store at Pier 39.
The tie-dye and hippie shop is expanding to 47 Pier 39 next to the San Francisco Carousel, owner Sunny Powers said Thursday. She is targeting a mid-June opening.
The shop will sell hand-dyed apparel, artist-made accessories, official Grateful Dead merchandise and other locally made goods.
Love on Haight’s first store is at 1400 Haight St., where its predecessor Positively Haight Street opened in 1998. It originally opened next door in 1992.
Powers said Pier 39 management reached out to the store as part of efforts to get more local merchants. Fisherman’s Wharf officials have been seeking to increase appeal for local visitors, and a new public plaza is scheduled to open this summer.
“They’re trying to get more San Francisco-unique brands there,” she said. “I’m just really excited that we can be in two spots that are part of the fabric of San Francisco.”
Powers expects to spend around $40,000 to open the store, with much of the funds going to commission a rainbow-colored, Summer of Love-themed mural outside, akin to the Haight Ashbury store. She hopes to host free concerts as well.
She plans to hire five staff members and work with more artists, on top of the roughly 200 artists that already work with Love on Haight.
Other new businesses coming to the Wharf include Cold Stone Creamery and Kahala Coffee Traders at 2737 Taylor St. A new Taco Bell Cantina opened last year.
Powers said she was encouraged by all the new merchants. Meanwhile, foot traffic on Haight Street “ebbs and flows,” but tourism has improved since the depths of the pandemic, she said. Last year’s 60th anniversary for the Grateful Dead brought huge crowds to the area, and 2027 will be the 60th anniversary of the summer of love.
“We definitely feel like San Francisco, as long as we stay weird, will attract tourism,” Powers said.
This article originally published at San Francisco legacy business to open second store in Fisherman’s Wharf.