Changes Afoot at Beverly Center
The quest for newness is a never-ending pursuit for shopping centers, and the Beverly Center in Los Angeles, which already enjoys strong retail sales, is no exception.
The mall, which faces nearby retail competition from the recent openings of the Grove, located adjacent to Farmers Market, and Hollywood & Highland, is readying itself with the launch of a new ad campaign and a host of new stores.
“Beverly Center for life less ordinary” is the new tagline on the outdoor campaign hitting area billboards this month. The cheeky ads depict young men and women—often in delicate situations—and name the companies behind the clothes and accessories they’re wearing. Created by Colby Advertising in Los Angeles, the promotional push should last for two years, according to mall manager Laurel Crary.
“It was time to speak to what sets the Beverly Center apart from other malls,” Crary said. “It’s an edgy feel that hits that trendier market and that Beverly Center shopper.”
Along with debuting a new marketing message, the mall is reshaping its tenant mix.
Victoria’s Secret is moving to the former Express, Bath & Body Works and Structure spaces, occupying a total of 18,000 square feet and more than doubling the size of its former location. The lingerie store will boost its offerings with an extended corset collection, exclusive bras, hosiery, makeup and accessories when it opens in August, said Marnie McLaughlin, public relations director for the chain.
Express will take over the former Victoria’s Secret space and Bath & Body Works will expand to a 3,000-square-foot space on a different floor. Structure closed and is introducing a unisex store, Express for Men, at Hollywood & Highland this summer.
Local teen retailer and manufacturer Forever 21 is opening its first Los Angeles new store concept, XXI, at the Beverly Center this spring. The 19,000-square-foot unit, which is twice as large as typical Forever 21 stores, will carry both men’s and women’s clothing. So far, five XXI locations have opened in Texas, Florida and Canada, according to Mia Soun, the company’s marketing director.
Also on the horizon at the center is the arrival of Obzee, a contemporary women’s clothing line and boutique. The 2,000-square-foot store, which will open this spring, marks the only location for the company outside New York’s SoHo district.
In addition, the mall is introducing a white-tablecloth seafood restaurant called The Wave, featuring an oyster and caviar bar, tapas bar and live piano music. Opening this summer, The Wave will seat 132 people at its location in the mall’s center court.
These changes join a handful of new retailers who have come aboard in the past year, including Boss Hugo Boss, Lancel, See and LeSportsac, and follow on the heels of the mall’s completion of a multi-million-dollar renovation last summer. —Nola Sarkisian-Miller
