Vanity, also known as Vanity Shops, is an American specialty chain of fashion retailers that sells apparel and accessories targeted to fashion-conscious young females, online and in-stores. The company is headquartered in Fargo, North Dakota. The fashion retailer’s clothing items range in size from zero to 17 with pants inseam lengths of up to 37 inches (940 mm).
Emery and Ann Jahnke purchased the Vanity name in 1957 from a Dickinson, ND, dress shop where Ann worked. Vanity was incorporated in 1966 and the first Vanity junior fashion store opened in 1969 in Fargo, North Dakota. The first store was located in Dickinson and occupied 900 square feet (84 m2).
In 1960, the store moved to a 2,000-square-foot (190 m2) location and opened a children’s clothing store in the original location. In 1964, the Jahnkes opened a Vanity store in Grand Forks, ND with one-third of the 3000 square footage dedicated to junior women’s merchandise. The Grand Forks store was so successful, the Jahnkes sold their Dickinson locations and opened Vanity 2 in Grand Forks with 4,000 square feet (370 m2) of space. It was the only junior women’s store in the state at the time.