West Hollywood Menswear Store Alpha to Close

Prominent Southern California menswear boutique Alpha is calling it quits.

After eight years of selling men’s fashions, accessories and gifts, Alpha owner Darren Gold announced March 8 that he would close his store at 8654 Melrose Ave. in West Hollywood, Calif. Alpha’s last day of business will be March 31.

He ultimately blamed the recession for his store’s demise. The increased presence of online sales, pop-up shops and department-store promotions also made it hard to compete.

“Post recession, many of our best customers have changed their buying patterns—waiting for sales, shopping online or simply not shopping,” he wrote in an email. “As the retail landscape redefines itself, there has been a definitive uptick in the last 12 months. However, it is too slow for Alpha to advance in a way that I feel best represents the brand.”

Gold is one of a handful of high-profile Los Angeles boutique retailers who shuttered their doors recently, due to the lingering effects of the recession and competition from new forms of retail. Prominent retailers Lisa Kline and Hillary Rush closed their physical Los Angeles boutiques in the past six months for the same reasons.

However, Gold said he will not be leaving retail. After Alpha closes, he will consider developing other retail concepts and pop-up shops and working as a retail consultant.  Gold also currently serves as chairman of the board for merchant association The Avenues Art, Fashion and Design District in West Hollywood. He was president of the Coalition of Los Angeles Designers from 2001 to 2003.—A.A.