Wasteland Expands into Downtown Burbank, Calif

Cheryl Cohen considered the building one of the dullest examples of 1970s architecture. But she and husband Joe Swinney decided to build their fourth Wasteland boutique at 325 N. San Fernando Blvd. in Burbank, Calif., after a too-good-to-refuse offer sweetened the deal. The landlord promised high-profile retail architect firm Pompei A.D. would be redesigning the building.

On Aug. 24, Cohen and Swinney debuted their 5,800-square-foot boutique, which is covered by an exterior of reclaimed wood and scored concrete designed by the New York–based Pompei, and they felt their new neighborhood was a good place to do business.

Retail traffic had already been developed by the Burbank Town Center mall. The district’s denizens have had an appetite for specialty shopping since Urban Outfitters, Active and Zamba debuted there in the past few years. A representative for a group of Burbank property owners said the group hoped to attract more boutiques such as Wasteland up to the town, located 13 miles north of Los Angeles. “We’re interested in places that feel unique and express an individual point of view. We would like to avoid a street filed with national names,” said Robin Faulk, marketing associate for Downtown Burbank Partnership.

Wasteland strives to cut a dashing figure by offering a merchandise mix of new brands, a smattering of vintage fashions and last season’s designer styles, which are perhaps too new to be called vintage. Cohen hopes to expand offerings of new brands from its current 20 percent of the retail mix. One reason is the popularity of vintage fashions has dipped in the past year. She said she also believes new fashion always is a good bet even during volatile times.

“If people find something that looks great and really fits them, they’ll buy it,” she said.

One of the most popular brands for women at Wasteland recently is Italian-based Brandy Melville. The label’s racer-back tank retails for $28. Melville’s retail prices for slouchy tees range from $35 to $45.

The most popular line for men is Shades of Griege. The label’s oxford shirt costs $84. Its fleece motorcycle jacket costs $136.

Cohen said Wasteland will be building more stores in the future, but she does not know when and where. “You have to be careful where you expand,” she said.—Andrew Asch