A/X Armani Exchange Debuts Concept Store
The youthful, street-oriented A/X Armani Exchange opened its first concept store on March 3 at 157 N. Robertson Blvd., the former site of Armani Casa, also owned by its parent corporation, Giorgio Armani S.P.A.
The 6,600-square-foot A/X Armani Exchange concept store will offer the most fashion-forward items from the more than 184 A/X Armani Exchange stores around the world. The concept shop also will differ from its sister stores with its minimalist look, rotating art shows and the indie-rock music played on its sound system. Other A/X Armani Exchange stores typically play more dance-oriented fare at stores, according to an Armani representative who asked not to be named.
The store debuted to build a higher profile for the A/X Armani Exchange label with the more fashion-forward customer shopping on Robertson Boulevard, the representative said. No changes are planned for the more than five A/X Armani Exchange stores doing business in Los Angeles County, which include two other sister stores located minutes away from Robertson. One is located at the Beverly Center mall. Another is located at the Sunset Plaza retail district. Armani will open 16 more stores across the world in 2010. The company could not confirm if additional Armani concept stores will be opened.
The A/X Armani Exchange concept store is one of several boutiques to open on Robertson recently. On Feb. 25, Gap debuted a boutique for its 1969 Premium Denim Jeans line at 109 S. Robertson Blvd., which is located in a space formerly occupied by Australian label Peter Alexander.
Stockholm’s Odd Molly label debuted its first American boutique at 104 S. Robertson Blvd. on Feb. 26.
Pioneering Robertson retailer Lisa Kline also held a soft opening on March 1 for the new face of her operation. Lisa Kline Men and Lisa Kline Women will both be located at 143 S. Robertson Blvd. For the past few years, Kline operated her men’s store at 143 S. Robertson and her women’s store at 138 S. Robertson Blvd. French brand Paul & Joe will be opening a store in the space formerly occupied by the Kline women’s store later this year.
Kline consolidated operations to help reinvent her store brand, which has kept a presence on Robertson Boulevard for 15 years. Lisa Kline and the boutique chain Kitson are the last independent, multi-line stores operating on the street, which was dominated by independent stores a decade ago.
Kline said she plans to develop more categories as the store grows into its new space. “I have not gotten started,” she said.—Andrew Asch
