Store Within a Store
The men’s boutique LASC, also known as the Los Angeles Sporting Club, is putting its weight behind European denim.
On Dec. 14, the Dutch label G-Star opened a 300-square-foot mini boutique within the West Hollywood, Calif., store. The G-Star mini store, which is composed of store fixtures manufactured by the Dutch company, is adjacent to another mini boutique for Diesel. It’s also near a 100-square-foot shop within a shop devoted to Meltin’ Pot. Both of those denim brands are based in Italy.
LASC co-owner Don Zuidema noted that even though LASC has been offering G-Star for more than four years, the debut of the mini boutique will boost LASC’s sales of G-Star by 50 percent.
The mini-boutique concept may set the stage for a transformation at the 4,000-square-foot store. LASC may devote its entire space to mini boutiques similar to those found at the Fred Segal stores in Santa Monica, Calif., and Los Angeles. “[The miniboutiques] are permanent, as long as the business is there,” Zuidema said. —Andrew Asch
