Highland Village is welcoming three new tenants this weekend, adding to an eclectic mix of national and local brands already found at the center.

The popular preppy lifestyle brand, vineyard vines, makes its Mississippi debut; pet specialty retailer Hollywood Feed; and Aplos, a new Mediterranean fast fine dining establishment by chef Alex Eaton, are all opening in the coming days.

vineyard vines, the fashion retailer that sports casual neckwear, clothing and accessories for men, women and children, opens August 3. The 2,521 square foot space is located in the center’s newly renovated north corridor storefront between Maison Weiss and Buffalo Peak Outfitters. The grand opening begins with a ribbon cutting at 10 a.m., Friday followed by live music from 1 p.m. to 3 p.m. and merchandise giveaways throughout the day. The brand’s iconic whale character will be “swimming” around the center to celebrate the news.

“Highland Village is the perfect place to open our first store in Mississippi. It has a vibrant culture that embraces innovation and fun, and reinforces our philosophy of hanging on to those ‘Every day should feel this good’ moments,” said Shep and Ian Murray, CEOs, brothers and co-founders of vineyard vines.

Hollywood Feed’s 3,317 square foot store is located along the center’s north storefront next to Whole Foods Market. The pet specialty retailer opens on Saturday, August 4, and will feature a wide selection of natural and holistic pet food and “Made in America” products, sourced and produced by hand in the communities they serve. The retailer was established in 1950 as a local feed store in Memphis, Tenn.

“We are thrilled to be opening our newest location among like-minded retailers at Highland Village,” said Shawn McGhee, president of Hollywood Feed. “Now, pet owners across the Greater Jackson area will have access to the natural, holistic food and products we provide.”

Alex Eaton, chef and owner of The Manship Wood Fired Kitchen in Jackson’s Belhaven neighborhood, brings his newest inspiration, Aplos, a Mediterranean-inspired culinary fusion featuring gyros, salads and pizzas, to Highland Village’s newly renovated courtyard at the hub of the center.

Opening on August 7, Aplos offers a twist on traditional Greek dining by infusing Lebanese and Italian influences drawing on Eaton’s world travels as a chef. The restaurant boasts a full bar with signature cocktails, including a Prosecco Fizz, featuring a specialty popsicle courtesy of Highland Village neighbor Deep South Pops. A selection of Italian red and white wines and up to 15 different beers are also available. The restaurant opens daily at 11 a.m.

“We were looking for an iconic venue that inspired people to gather in the name of delicious food, and Highland Village is the perfect setting,” said Alex Eaton, chef and owner of Aplos. “Our newest restaurant offers a covered patio that is great for a family dinner, date night or relaxing over a delectable meal.”

“We are proud to be the first in Mississippi to welcome iconic fashion brand vineyard vines and high-end pet specialty retailer Hollywood Feed to Highland Village,” said Masa Liles, Highland Village’s general manager. “And having Alex Eaton, our very own famous local chef, open his newest concept, is not only an honor, but also a testament to Highland Village’s commitment to attracting the highest quality shops and restaurants to our loyal community. ”