Theodore Opening a Pair of New Boutiques
Beverly Hills’ iconic Rodeo Drive is dominated by flagship stores for high-profile brands from Europe such as Hermegrave;s, Prada and Valentino, but a store born on this street also is the flagship for a growing chain of specialty boutiques.
Theodore debuted in 1969 on Rodeo Drive, and the privately owned company will open two more storefronts by Spring 2006, said Leslie LeTellier, a vice president of the specialty retailer and manager of the Rodeo Drive store.
The new boutiques, Theodore and Theodore Man, will debut at Waterside Marina, the neighborhood lifestyle center in Marina del Rey created by Caruso Affiliated, the developer of The Grove shopping center in Los Angeles. The Waterside Marina debuted on Nov. 1. The other Theodore store locations are at The Grove and the California communities of Malibu, Calabasas and Brentwood.
Theodore owner Herbert Fink opened the first store to sell the sophisticated, continental style that inspired him while on a trip to St. Tropez, France. At the Rodeo store, he presided over the shaping of today’s L.A. specialty store. People tried on everything from Versace to blue jeans at the boutique, and the top-selling fashions continue to be a mix of casual, elegant and edgy.
The best-selling items for the last week were cashmere sweaters by A&G, based in Los Angeles. These casual sweaters have crystal studs that spell out logos, such as “Freedom, Peace, Love, Rock ’n’ Roll,” as well as tattoo art. Price points for the sweaters are $350–$900.
LeTellier said she’s nostalgic for the Rodeo Drive that was marked by hardware stores, neighborhood gas stations and celebrities such as Doris Day riding a bicycle down the block. LeTellier says she sees the street “as a village.” —Andrew Asch
