West Hollywood's Undercover
Veteran retailer Adam Schaffer closed his 12-year-old boutique Undercover Fashions last month at the Third Street Promenade in Santa Monica, Calif., and consolidated operations at his Undercover Fashions boutique in the Sunset Millennium in West Hollywood, Calif.
Schaffer said New York–based toy retailer Kid Robot purchased his Santa Monica lease, which had 10 more years left on it.
“Third Street Promenade had become too mainstream for us,” Schaffer said. “Santa Monica’s homeless problem was driving our customers away.”
Undercover Fashions in West Hollywood opened for business one year ago. Shaffer designed the 1,000-square-foot store to look like an art nouveau salon from early- 1900s Paris. The store features colorful harem tents as dressing rooms, antique Venetian-glass chandeliers, Italian mosaic tile flooring, brick walls and antique drapes for that Left Bank feel.
Price points range from $20 to $2,000. Shaffer’s focus is on up-and-coming designers from Europe and South America, such as Paris-based Cinema and Fause Haten of Brazil.
“We chose West Hollywood’s Sunset Boulevard because of the focus on the entertainment industry and nightlife,” Schaffer said. “It’s an affluent area, and people are more familiar with designer price points.”
Undercover Fashions is located at 8580 W. Sunset Blvd. For more information, call (310) 657-9171.—A.A.
