Pulse Annex Showroom
The New Mart Suite 1104 (213) 892-0669
The pulse is beating strongly at the Pulse Showroom in the Cooper Design Space. Business is so good that the showroom’s owners are expanding to an annex showroom across the street in The New Mart to house more contemporary women’s fashion.
Husband-and-wife showroom owners Larry Balag and Desi Green were recently putting the finishing touches on their 1,200-square-foot space, which is accented in bold lime green and black. All that was needed was the final once-over by their feng-shui advisor, Kartar Diamond, who also consulted with the couple for the opening of the original Pulse Showroom in 2004.
“We didn’t want to close down our other showroom. It’s our baby. So we thought we’d just extend it,” said Green, who is in charge of sales, while Balag is head of operations.
The new showroom—with its tall black-framed mirrors, black couch with apple-green accent pillows, and black tables and green leather chairs—will be the home to three Los Angeles–based contemporary women’s lines: D-91, Revolver Los Angeles and Hapiru.
“We wanted to expand for a long time, but the right opportunity hadn’t come along,” Green said.
When a showroom opened on the 11th floor of The New Mart, the couple knew it was the right place. Green first started working in The New Mart years ago (in the Michael Cohen showroom) and always liked the vibe of the 1928 building and its large windows. Plus, her 11th-floor showroom neighbors include Rock & Republic, Chan Luu, Three Dots and Custo Barcelona, which are carried by the same boutiques she sells.
Green will have her office in the new showroom, while Balag will keep his office in the old showroom, where the lines they represent include Eva Franco, Crash N Burn, Frenzii, Unaluna and De Green.
“I really feel great that we have the best of both worlds,” Green said. —Deborah Belgum
