Sexy Pretty Things
Intimate apparel is a booming market. American consumers spent nearly $10 million on intimate apparel between June 2005 and May 2006, according to the NPD Group, a research firm in Port Washington, N.Y. That figure marked a 7.8 percent increase over the previous year, when consumers spent $9.2 million.
In the Los Angeles area, three notable newcomers opened luxury lingerie boutiques in 2005, focusing on the market’s designer brands and the style-savvy consumer.
Faire Frou Frou
Last spring, the mother-daughter team of Alison and Gail Rubke fulfilled their longtime dream of starting a business together when they opened the doors of Faire Frou Frou in Studio City. Alison, a former tax analyst for the Deloitte & Touche celebrity division, left her gray cubicle in favor of powder-pink walls. Her mother, Gail, a freelance artist and former art instructor, utilized her aptitude for interior design to create the girly-girl environs of Faire Frou Frou. Beaded chandeliers and vintage French mirrors give the shop glamorous flair. Together, the Rubkes stock antique-white armoires and dressers with chic lingerie.
Three tiers of pricing make the shop approachable to a range of budgets. “We have the functional pieces, which start at $70; fun and flirty items for $125 and up; and the couture investment pieces that are $300 and up,” Alison explains.
European brands such as Carine Gilson and Eres share rack space with names such as Vera Wang and Elle Macpherson Intimates. Other brands include Alice & Astrid, Betsey Johnson Intimates and Le Mystere.
“Starting next month, we will have Andres Sarda, Gentry de Paris, Guia la Bruna, Myla, Mimi Holliday, FleurT, Ritratti, I.D. Sarrieri and Skin,” says Alison. Also new for the store is local designer Stacey Walker King, who is launching the Lavande SWK line.
Though most of the shop is frills and lace, other items include candles and body products from Kai, Tocca and Calypso. Swimsuits are hot sellers, as is jewelry from Safia, based in Los Angeles’ Sherman Oaks district.
The store name is a French phrase meaning “to show off,” and being in Studio City makes it fairly easy to do so with the help of a celebrity clientele.
“We dress Ashlee and Jessica Simpson, and our lingerie has been featured on “Desperate Housewives,” “Grey’s Anatomy,” “Scrubs” and “ER,” says Alison.
Faire Frou Frou also launched online shopping, and in the coming months, the Rubkes hope to open another L.A. location and start their own label.
Faire Frou Frou 13017A Ventura Blvd. Studio City, Calif. (818) 783-4970 www.fairefroufrou.com
East 13
Jaivin Kamani, owner of East 13 in Pasadena, opened his intimate apparel shop one week before Christmas 2005.
“I saw a niche for luxury lingerie,” he says. “My goal was to create a store that is contemporary and comfortable for both sexes. Lingerie shopping can be intimidating for guys, so I came up with a concept that works for both male and female shoppers.”
Kamani lives in Pasadena, and he chose the space in upscale lifestyle mall Paseo Colorado because it’s a great street-facing location near MAC cosmetics. Holiday mall traffic helped people discover the store, and word-ofmouth spread the news. “I debated between Old Town [Pasadena] and the mall, but decided this was a better choice for a new brand and my first store.”
Thirteen is Kamani’s lucky number, and the name East 13 reflects the loungy East 13th Street,New York–vibe he wants to convey. Mirrors throughout the store, vintage chandeliers, and dressing rooms with purple velvet curtains, shag carpets and mirrored ceilings give off a swanky boudoir feel. Dark hardwood floors complement the espresso-finished furniture and cabinets that display the luxe goods. Products are lined against the walls to allow ample space to walk around. Four high-back cream chairs make the space inviting and lounge-like, as Kamani intended.
East 13 stocks only European brands; among them are Huit, Andres Sarda, Princesse Tam-Tamand Spoylt. In addition to sexy and elegant ensembles, a selection of boxers, pajamas, robes and basic loungewear is available. Stockings from Spanx and StockinGirl and luxurious body products from L’Occitane are also offered.
Kamani is not a newcomer to the lingerie business. His family (also based in L.A.) has manufactured the line Femina for more than 12 years. Kamani wanted to branch out and focus on high-end lingerie. Though Femina is sold at East 13, Kamani considers it part of the “value segment,” and most of the other brands stocked at the boutique have higher price points.
Prices for bras at East 13 range from $65–$200 and for underwear from $35–$100. Kamani says his “sweet spot” is the $90–$100 bra. He handled all of the buying for the first season, but now relies on Liliya Chobanian, who has worked at the store since day one.
Fortunately for Kamani, his concept of creating a malefriendly shopping environment has paid off. Fifty percent of the clientele is men, and during holidays, that number increases, as expected.
Plans for the coming months include adding jewelry designers and hosting trunk shows and events with models.
East 13 356 E. Colorado Blvd. Pasadena, Calif. (626) 795-9386 www.east13.com
Le Bra
A retail space on North Robertson in West Hollywood is a golden opportunity. When Jason Amirmajde got the chance to lease a 1,200-square-foot space on the tony shopping street, he grabbed it and opened Le Bra last December. Among the many chic shops in the area, Le Bra’s neighbors include l.a. vie l’orange and Kinara spa. “This is really where the celebs shop. It’s more low-key than other blocks of Robertson, very private,” he says.
Amirmajde lived in Washington, D.C., for 20 years, where he partnered with his sister to manufacture, wholesale and distribute jewelry. Together, they also launched the lingerie store Jaryam 12 years ago in the city’s Georgetown district. His sister still runs Jaryam, but Amirmajde opened his L.A. store, Le Bra, under a second corporation so he could eventually franchise.
Le Bra stocks a range of luxury designers, including Eres, Andres Sarda, Argentovivo, La Cosa, Rosamosario, Simone Pegrave;reacute;le, and all of the La Perla collections. In fact, Le Bra is the only store other than the Italian brand’s Rodeo Drive flagship to carry the La Perla men’s line GrigioPerla.
While the focus of the inventory is couture, there also is a great loungewear selection from Polkadots and La Perla yogawear. Prices range from $18 for Hanky Panky thongs to $850–$1,600 for Swarovski crystal-studded sets, such as the I.D. Sarrieri ensemble that was recently featured in the film “The Devil Wears Prada.”
Above all else, Amirmajde says, he “never compromises on quality and comfort.” In addition to lingerie and swimsuits, Le Bra stocks sunhats, sunglasses from Dior, Gucci and other top brands, as well as other interesting items such as the Pirelli calendar 40-year anniversary book.
Mondays are by appointment only for custom fittings, and Amirmajde will arrange to order lunch in the back garden for customers. In the short time that the store has been open, it has developed a following for custom-made corsets.
This posh space is available for bridal showers and private parties. Men’s shopping nights and modeling (once a month) to showcase new collections are among other events offered.
A Le Bra collection is in the works, and Amirmajde plans to launch online sales in the near future.
Le Bra 634 N. Robertson Blvd. West Hollywood, Calif. (310) 360-6655 www.lebralingerie.com
