California Apparel News

A demolition crew in Pasadena, Calif., took apart the Goldstein Bakery building brick by brick in the early morning hours of May 16. As soon as they carted away the last stone, a construction team got to work on 88 Colorado, a place that might usher in a new era in Pasadena’s retailing.

The city’s new retailing should have a decidedly luxurious look. Kenneth Cole is scheduled to move its smart shoes and suits into 88 Colorado. Tiffany & Co., one of the icons of American luxury retailing, will open a new store in a former United Artists Theatre being reconstructed into retail space. Abercrombie & Fitch Co. also will move into the UA building.

High-end retail is good news for any area, but attracting boutiques such as Tiffany is especially sweet for Colorado Boulevard, which more than 10 years ago was a street suffering from urban blight. It has become one of the most popular youth hangouts in Los Angeles County, and retail has prospered by serving the crowds partying at the many restaurants and cafeacute;s. These days, Pasadena’s Old Town, where Colorado’s luxury stretch is located, is one of Southern California’s few walking districts. As the street’s popularity has grown, commercial rents have climbed.

Commercial rents sometimes reach $6 to $7 per square foot in Colorado Boulevard’s newest spaces, according to Maggie Campbell, president and chief executive officer of the Old Pasadena Management District, a nonprofit organization that has helped guide the street’s development. She said other sections of the street go for $4 per square foot.“The market is clearly changing things,” Campbell said of the new high-profile retailers moving into town. “It’s getting harder for retailers without national backing to survive, but a lot are holding their own.”

Elisa B. is one of those independent retailers. The 800-square-foot boutique, based in the elegant One Colorado Place shopping area, was one of the pioneers of Pasadena retailing, according to Allison Rusling, buyer and manager of the store. The shop brought contemporary, boutique-style shopping to Colorado Boulevard in 1993.

But other contemporary stores started moving to the street three years ago, making business more competitive. “It keeps us on our toes more,” Rusling said.

Elisa B. holds the interest of its demographic, 14- to 45-year-old women, by offering brands such as L.A.M.B., the clothing line by singer Gwen Stefani. The line’s $185 gaucho bottoms and $295 cashmere hoodies are selling well, Rusling said. Los Angeles–based Paige Premium denim ($169 to $198) is also popular, as are vintage scarf dresses ($324) by Candice Held, based both in Los Angeles and New York.

One of the new Pasadena retailers is Sophea Parros, the 4,100-square-foot boutique that is the project of John Parros, a career retailer who held executive positions at Bebe Stores Inc. and Saks Inc.

Parros opened the Pasadena store in mid-2003 to dress women for every occasion, offering everything from casual looks to office apparel to eveningwear. Later this year, his target demographic, mostly women in their 30s and 40s, will also be able to peruse a new Sophea Parros boutique at The Lakes at Thousand Oaks, the highly anticipated open-air shopping center in Thousand Oaks, Calif., developed by Rick Caruso, who also owns The Grove in Los Angeles.

Parros organized his casual section, featuring jeans and T-shirts, in the front of the Pasadena store. Top sellers include Los Angeles brands True Religion ($175 to $372) and Rock & Republic ($140 to $240). The embroidered T-shirts of Los Angeles–based Joystick retail for $130.

Diane von Furstenberg dresses are among the most popular for eveningwear, with price points ranging from $300 to $700. Pants and jackets by Theory ($240 to $400) sell well for office apparel.

At the western edge of Colorado is another shop that is redefining the street. Val Surf is one of the oldest surf retailers in the world; the Valley Village, Calif.–based retailer has been selling surf, skate and snow apparel since 1962. The company opened the Colorado Boulevard shop in July 2004 to continue its mission of bringing surf clothes to the valley areas north of downtown Los Angeles.

At the Pasadena store, guys are buying T-shirts with artsy graphics ($27.95) by RVCA of Costa Mesa, Calif., said Val Surf Manager Jen Cowgill. With summer bringing hot temperatures, sales of Volcom’s “Malena” boardshort ($46) and O’Neill’s “Superfly” boardshort ($58) have been climbing.

Women are buying hoodies by Canadian-based Gentle Fawn ($68) and voile dresses by Free People ($98). Another popular brand for women is Los Angeles–based St. Grace, which makes soft, fitted T-shirts ($32).