Shay Todd Opens Flagship Store on Melrose
Sexy lifestyle brand Shay Todd launched its flagship retail store on Melrose Avenue with a packed party Thursday night.
The airy, resort-themed boutique features shopping, showrooms and a spa opening later this summer with professional spray tanning, massages, facials and nail services, along with an on-site café coming in the fall. It is meant to be a “one-stop experience,” according to Todd.
The 4,000-square-foot store channels Mediterranean and Southeast Asian influences, including white-washed walls and large Buddhist statues.
“We really wanted to provide you with the environment in which the clothes were meant to be worn in,” Todd said.
Located on Melrose's famed fashion strip, near Alexander McQueen, Marc Jacobs and the newly opened Vivienne Westwood boutique, the new Shay Todd retail store has been the home of her offices and showroom for more than a decade.
Todd said she closed the Manhattan Beach space that she shared with Bombshell last year in order to focus on the opening of the Melrose flagship, along with debuting new stores in Miami, New York, Las Vegas and other cities over the next 12 to 18 months.
“We’d really like to recreate sort of a signature experience, which is why we wanted to focus on what that would be for us here, and then be able to take that and expand that,” she explained.
Her latest resort line features accessories, swimwear, dresses and cover-ups in a range of solids and florals, from pastels to neon pink. Terry cloth, gold accents, fur trim and metallic fabrics evoke the ’70s and ’80s, while leather and jewel-encrusted purses and sandals elicit a more modern look.
“I was really having fun with fun, bright, ’80s-inspired things with ruffles - things that laced up, things with tassles,” Todd said.
The brand, which is worn by the likes of the Kardashians, Heidi Klum, Rihanna and Jennifer Aniston, works well with women who aren’t afraid to make bold fashion choices, according to the designer.
“My girls tend to be your sophisticate – sexy, very fun, not afraid to make a statement. They love fashion and they want to not only express it in their evening wear, but they want to take that part of them to the beach as well.”
Todd stressed her line also worked well for those not going on vacation.
“If you’re not going on holiday and you can’t afford one, then come and pretend with us – come over here and we’ll provide you with a nice cocktail drink and listen to music and go try on swimsuits and get the same experience.”
