Versace Collection Tests Beverly Center Store
The Versace fashion house is testing a new concept: a branded store for its Versace Collection line. The first one in North America opened with little fanfare at the Beverly Center in Los Angeles on April 4.
It’s located on the retail center’s seventh floor in the Macy’s wing, a few storefronts down from boutiques for heritage fashion brands Fendi, Salvatore Ferragamo and Prada. Boutique space formerly occupied by Arden B. and LeSportsac was combined to create the Versace Collection space. The Versace Collection store offers men’s and women’s clothes that are less expensive than most items in the Versace line.
Versace Collection’s core price point is $700 for dresses and bags. Men’s suits are priced higher in the store, which is designed with sleek but sober-looking wood floors with brass fixtures. Versace did not reply to an email requesting comment on the store, but sources familiar with the project said if it is deemed successful, it will be rolled to various locations in the United States.—Andrew Asch
