An Easygoing Flannel for Abbot Kinney

For Americans, flannel might be best known as the fabric in the very straightlaced gray flannel suit or the rugged, classic look of a plaid flannel shirt. But Perth, Australia–based Kristy Lawrence makes an argument that her retail concept, Flannel, is a perfect fit for Los Angeles’ Abbot Kinney Boulevard, where casual, bohemian style has a luxury edge.

Last month, she opened her first American boutique for her women’s contemporary label, Flannel. It is located at 1223 Abbot Kinney Blvd. in a bohemian neighborhood that is becoming one of Los Angeles’ top fashion streets. It is only the beginning for Flannel’s American story. “We want to do more stores. We want to grow wholesale, too,” Lawrence said.

In 2009, she introduced Flannel in her hometown of Perth after selling her shares of her first brand, Empire Rose, to a business partner. Flannel was honored in 2009 with a “New Generation Rockstar Award” at Rosemount Australian Fashion Week, now called Mercedes-Benz Fashion Week Australia. Since then, five Flannel boutiques have opened in Australia.

In early 2012, Lawrence was scouting American expansion opportunities, and an acquaintance tipped off businessman Simon Wright that a new brand wanted to come to town. Wright is a managing director for real estate and consulting firm Townsend & Associates, with offices in Santa Monica, Calif.; San Francisco; and Atlanta. Wright said Flannel was a good candidate for success in California because it had success in Australia, which enjoys a similar beach culture and easygoing lifestyle. Abbot Kinney was the first street he recommended for Lawrence.

“Abbot Kinney is a breeding ground for creativity,” Wright said. “A company’s first location is a very important move, and the first move has to be with customers who understand a brand’s design philosophy.”

Flannel’s looks range from slip dresses to vintage-inspired, embroidered jackets with long fringes to jeans as well as homewares. Retail price points range from $40 to $1,200 for the line’s bridalwear.—Andrew Asch