C. Wonder Opens First West Coast Store at Fashion Island
Tory Burch LLC co-founder Chris Burch opened the first West Coast location for his C. Wonder boutique concept storerecently at Fashion Island in Newport Beach, Calif., and the concept store will turn luxury on itshead, promised Amy Shecter, president of C. Wonder.
The average retailprice point for the store’s apparel, jewelry and gifts is $40, which fits inbetter with retailers that label themselves mid-tier, not luxury. “Our bags arebeautiful, our gift packaging is beautiful, the fitting rooms are wonderful,and customers may spend just $28,” she said.
Retail price pointsrange from $6.50 for candy to $250 for a bicycle. But the store willconcentrate on apparel, jewelry, footwear, homewares and gifts. The store design is scheduled to change,Shecter said. But when the Newport Beachstore opened, it featured five unique rooms, which included the “AmericanDream” room, which features homewares; a jewelry room, which was designed like ajewelry box; a Mexican hacienda-style room, where clothes are displayed; and aMoroccan-style room, which features a wall of footwear.
The store’s name evokeswhimsy, humor and a sense of fun, which will be an important selling point forC. Wonder. Saleswomen will wear apronswith pockets filled with candies and treats for the kids who drop by the store,for example.
Schecter said C. Wonderopened four permanent stores in New York in 2011. The company plans to openfive more stores later this year. By 2013, 15 permanent C. Wonder stores arescheduled to open around the country.—Andrew Asch
