Intermix Enters the Mix in L.A.
If you&’re looking to make an entrance in Los Angeles, this is a pretty good way to do it.
Intermix, the New York&–based contemporary and designer boutique chain, opened its first California store on Robertson Boulevard&—directly across from celebrity- and paparazzi-magnet The Ivy restaurant.
Located at 110 N. Robertson Blvd., the 5,000-square-foot store is one of the largest in the 19-store chain and features a mix of merchandise similar to that of the other stores but tailored to the West Coast customer.
&“It was so natural for us to come here,&” said Ali Zweben, associate public-relations manager for the company, which was founded in 1993 by brothers Khajak and Haro Keledjian.
&“There&’s so much going on in L.A.,&” Zweben said.
Like the other Intermix stores, the Los Angeles store will feature a mix of established and emerging designers, including Los Angeles labels Rory Beca, Cindy Lee and Geren Ford. And like the other stores in the chain, the boutique merchandises its racks by lifestyle, rather than by designer.
&“I like to say everyone on the rack is at the same party,&” Zweben said.
The company plans to open its second California store in South Coast Plaza in Costa Mesa, Calif., by the end of the year. &—Alison A. Nieder
