Stade & Co. California Opens at South Coast Plaza
Call the Oct. 22 debut of Stade California a comeback. It will be the first locally owned, independent, multi-line boutique to open at lead retail center South Coast Plaza since Ron Herman left more than four years ago. It also marks the return of influential merchant Billy Stade to retail.
Stade’s former chain of stores, called The Closet, gained prominence in the 1990s by mixing fashion and activewear. The Costa Mesa, Calif.–headquartered boutique chain’s novel merchandising style raised eyebrows and attracted attention from executives from department stores to surf chains. Stade left The Closet in November 2010 after the company was sold. (The Closet went out of business in July.) Since departing The Closet, Stade has been working as a retail consultant.
Stade California will offer a mix of active and fashion labels, including Nudie Jeans, RVCA, Hurley and Copy. But because the boutique is located in Orange County, Calif.’s ritzy South Coast Plaza, it also will offer jewelry, accessories and handbags with luxury price tags. “I’m a surfer,” Stade said. “It’s a luxury spin on a surf shop,” he said of Stade California.
The 4,000-square-foot store is located on the third floor of South Coast Plaza’s Crate & Barrel/Macy’s Home Store wing. Neighbors include boutiques for labels Paul Frank, AG Adriano Goldschmied, Puma and Diesel as well as H&M. Stade California also aspires push boundaries in lifestyle retail by offering a four-chair salon on store premises. The salon will be called Preme A Barbalon Experience. Later in the year, Stade California will open an e-commerce store.
South Coast Plaza’s Deborah Gunn Downing did not confirm any details of the deal, but she said, “Billy Stade is a very established retailer in Southern California. We’re excited to welcome his new concept.” Stade said he had been in contact with Anton Segerstrom, South Coast Plaza’s general manager, for more than 15 years. Segerstrom had been long interested in having one of Stade’s retail projects do business at South Coast Plaza.—Andrew Asch
