Many Styles, One Retail Hot Spot
“Los Angeles is a big place, but there are a handful of streets where you’d want to have a store,” said Chuck Dembo, a partner with the retail real estate firm Dembo & Associates in Beverly Hills.
One of those places happens to be Robertson Boulevard, Dembo said—particularly the mile-long stretch from Melrose Avenue to Burton Way.
Few would disagree. The fashion destination has attracted star-powered names such as Stella McCartney, Armani and John Varvatos. Two of the street’s latest developments are its higher rents, which have increased 10 percent in the past two years, and the introduction of retailers that sell apparel at more popular price points, such as Camper, which moved in June 2003, according to Dembo.
This contradiction of high rents and lower prices reveals Robertson’s unique character, which blends red-carpet glamour, Eastside grit and California casual. Wrapped together, the street’s flavors have helped Los Angeles develop a style of its own.
One of the pioneers of the street is Lisa Kline. Kline has helped define the West Coast’s casual, sexy look since 1994, when she opened her women’s store at 136 S. Robertson Blvd. She has expanded her boutique empire, opening a men’s store across the street, a Melrose outlet store and a Malibu boutique.
When asked what’s new, Kline’s manager/buyer Erin Friel said some things don’t change.
“Denim is really hot, but it always is,” Friel laughed. “People are dressing up more, but it’s denims and high heels.”
Hot denim sellers include Yanuk, which has sexy, tomboy styles that retail for $140 to $160, and Notify, a Paris-based label that experiments with frayed, slashed pockets and retails for $170 to $220.
For tops, Los Angeles–based Splendid, with price points ranging from $50 to $75, is favored for its plunging V-necklines and candy colors. Also popular is Los Angeles–based Noelle, which features fun, flirty miniskirts and tube dresses that retail for $138 to $172. For accessories, there’s Los Angeles label Jasmine, which produces a vintage-inspired purse with crackled leather that retails for $220.
Next door to Lisa Kline is A. Mason, a store that specializes in British designers.
“The [British] have an amazing sense of color,” said owner Wendy Vaughan. “[It’s] surprising because their weather is so drab.”
Big favorites have been Vivienne Westwood’s Anglomania collection, which has price points ranging from $300 to $505. Anglomania features painted denim jackets, pencil skirts, fitted capri pants and tie-dyed argyle sweaters.
Cashmere sweaters are big sellers at A. Mason. Pringle of Scotland’s long cardigans retail for $700, and its kimono sweaters retail for $345. Temperley of London has been a hit with its fun, whimsical styles that are reminiscent of the idiosyncratic styles of one-of-a-kind pieces. Price points range from $405 for a cotton caftan to $840 for a dress.
Breaking from Vaughan’s U.K. focus is Danish label Baum und Pferdgarten. The metallic color of the brand’s pleated circle skirt, which retails for $355, is a little wild, but the eccentric color mixed with the familiar 1950s style has intrigued many.
Across the street, Kitson made news in November 2003 by doubling its 2,500-square-foot space, said owner Fraser Ross.
“We’re all about entertainment shopping,” Ross said. “It’s like a mini department store—there’s something for everybody.”
Big sellers include 2 B Free, a California-based company that designs thermal shirts and tank tops with graffiti and tattoo logos. Price points range from $95 for bottoms to $145 for tops.
St. Tropez terry-cloth purses, retailing for $38 to $45 and featuring smart-alecky logos like “I Love Botox” and “Mrs. Timberlake,” are big sellers. Juicy Couture handbags, retailing for $150 to $450, are favorites, too.
Gwen Stefani’s L.A.M.B. collection, featuring the singer’s mix of skate styles and golden-age Hollywood glamour, has proved to be as much of a star as the No Doubt frontwoman. Its average price points are between $250 and $450.
Jeans labels Hudson and True Religion, with price points of $145 and $175, respectively, are converting plenty of denim aficionados.
Most noticeable is Great China Wall, a Los Angeles brand of art streetwear—think hoodies, jeans and leather with handcrafted details, such as painstakingly painted lotus flowers and Chinese letters—that fetches price points ranging from $250 for a tank to $2,500 for a leather jacket.
Up the street is Curve, where co-owner Novena Borissova has been selling purses by Los Angeles–based Not Rational. The purses, priced at $375 a piece, feature bright colors and a science- fiction shiny sheen. “Anything that’s metallic is selling,” Borissova said.
Italy’s Blur leather jacket with a bolero cut retails for $800, but it is selling well because of its sexy cut and the butter-soft quality of the leather.
Borissova said pants by the house brand, Curve, are also doing well because of their light, velvety corduroy material. The pants sell for $225.
“By fall, people will be buying more suits,” Borissova predicted. “Then again, our customer buys more edgy things than girly.”
