BCBGeneration Opens 13th Store
On Nov. 24, a growth spurt ended for BCBGeneration, the lower-priced division for younger women run by Los Angeles–based BCBGMaxazria Group.
BCBG opened a 1,953-square-foot BCBGeneration boutique at Westfield Culver City, 15 miles southwest of downtown Los Angeles, on Nov. 24. It is the last of 13 BCBGeneration boutiques to be opened in 2010. No BCBGeneration boutiques will be opened in 2011, according to a spokesperson for BCBG.
BCBGeneration boutiques are spread across the United States, but almost half of the BCBGeneration fleet is based in California.
A 1,796-square-foot store opened in the Glendale Galleria on Nov. 6 in Glendale, Calif. A 1,101-square-foot BCBGeneration store opened in Westfield Century City on Oct. 15 in Los Angeles’ Century City neighborhood. At the Westfield Oakridge mall in San Jose, Calif., a 2,330-square-foot store debuted on Aug. 30. The first store in BCBGeneration’s chain opened at The Shops at Mission Viejo in Orange County, Calif., in February.
BCBG opened four BCBGeneration boutiques in Florida, one in Puerto Rico, one in New Jersey and one in Massachusetts. The line also has been sold in department stores such as Macy’s and Nordstrom.
Joyce Azria, Max Azria’s daughter, serves as creative director for the brand, which was launched in 2008. Her first collection for the brand debuted for the Fall/Holiday 2009 season.
BCBGeneration is aimed toward a demographic of 18- to 35-year-old women. Retail price points range from $28 to $98 for tops, $58 to $118 for sweaters and $88 to $158 for dresses. BCBGMaxazria Group owns a portfolio of 20 brands, which include ready-to-wear lines Max Azria and Herveacute; Leacute;ger by Max Azria.—Andrew Asch
