Independents on Third Street Promenade
At first glance, the Third Street Promenade in Santa Monica, Calif., may seem like Chain Store Row, but if shoppers dig deeper, they’ll find a contingent of smaller independents holding their own.
These specialty boutiques offer a mix of contemporary labels that stand out from the uniform brands of neighboring retail giants Gap, Banana Republic, Tommy Hilfiger and Urban Outfitters.
The retail mix has created a successful shopping district that once saw seedier days. Questions confronting urban planners today include how to stem the exodus of restaurants driven off the Promenade by escalating rents and how to keep the street fresh.
What hasn’t changed is the street’s appeal to launch new concepts. Newcomer to the block is Hype, which opened its first retail store in July. So far, it’s had surprisingly strong results, according to spokesperson Christina Cox.
“We can’t believe the response we’ve received with such minimal promotions,” Cox said.
Already, the company’s planning to grow its small shoe line to about 40 new styles this fall due to popular demand, she said.
The 1,600-square-foot store features an exposed brick wall, toile print dressing rooms and armoires of clothing. Hype’s roots are in its prints, which are top sellers, according to Cox.
“Our Japanese-style tunic and toile print blouses are blowing out of stores,” along with crochet dresses detailed with lace, she said.
Rag Factory has been on the Promenade for the past six years and focuses on highend contemporary fashions. Limited stock from each label is the draw that keeps customers returning.
“We only order four or five items per label, so when customers come here, they know they won’t a see a ton of other people wearing the same clothes,” said general manager Tricia Kinter. The store does well with industry standards including Juicy velour sweats sets and Seven jeans, which are difficult to find on the rest of the thoroughfare. Both five-pocket and front-pocket Seven styles are selling, Kinter said, appealing to different body types. A stitched star outline on the seat is another Seven look.
Grey Antics strapless dresses in velour and stripes and Custo’s screen print shirts in psychedelic colors are both top picks, she said.
At one point, Earl Jean sales were ebbing, which prompted the store to discontinue the line, but Rag Factory began carrying it again recently due to the denim maker’s new low-rise styles.
“As long as these companies keep reinventing themselves, we don’t have a problem with sales,” Kinter said.
Bernini, a Los Angeles-based company, was checking with casual looks for women. J.Lo’s topstitched logo tanks and side-tie mesh tops were checking as were the line’s hot pants, said manager David Bateman. “Her clothes are reasonably priced and offer a good fit,” he said.
Baby Phat’s pastel sleeveless sweat outfits in pink, powder blue and white were also checking. Shoppers scouting for more novelty looks were buying the heavily embellished pant sets by Shauna Stein of Beverly Hills. Pearls, rhinestones and belting details adorn the halter tops and denim bottoms.
Star power isn’t far from the Promenade, according to Andrew Shaffer, who owns 9- year-old Undercover. He recently sold a burnt-out satin dress by Cinema to Darryl Hannah. Jessica Biel and Shannon Elizabeth are other celebrities who have patronized the store.
At Undercover, where Honey the German shepherd holds court, price points hover around $200 to $400 for both basic and ultra- feminine contemporary wares including long, flowing dresses and bustiers. Catherine Malandrino, Yigal Azrouel and Mandalay are a few of the top dress labels.
Riding high on the casual wave, Shaffer said Bella Dahl and Blue Cult jeans are selling strong. To better serve tourists, he plans to offer some lower-priced items for those impulse purchases.
“We want to stay true to our roots but want to serve customers who may discover us for the first time,” said Shaffer, who plans to open a 1,000-square-foot store at the Sunset Millennium Project in nearby West Hollywood on Oct. 2.
