C. Wonder Opens First West Coast Store at Fashion Island
Tory Burch LLC co-founder Chris Burch opened the first West Coast location for his C. Wonder boutique concept store recently at Fashion Island in Newport Beach, Calif., and the concept store will turn luxury on its head, promised Amy Shecter, president of J. Christopher Capital, the parent company of C. Wonder.
The average retail price point for the store’s apparel, jewelry and gifts is $40, which fits in better with retailers that label themselves mid-tier, not luxury. “Our bags are beautiful, our gift packaging is beautiful, the fitting rooms are wonderful, and customers may spend just $28,” she said.
Retail price points range from $6.50 for candy to $250 for a bicycle. But the store will concentrate on apparel, jewelry, footwear, homewares and gifts.The store design is scheduled to change, Shecter said.But when the Newport Beach store opened, it featured five unique rooms, which included the “American Dream” room, which features homewares; a jewelry room, which was designed like a jewelry box; a Mexican hacienda-style room, where clothes are displayed; and a Moroccan-style room, which features a wall of footwear.
The store’s name evokes whimsy, humor and a sense of fun, which will be an important selling point for C. Wonder.Salespeople will wear aprons with pockets filled with candies and treats for the kids who drop by the store, for example.
Schecter said C. Wonder opened four permanent stores in New York in 2011. The company plans to open five more stores later this year. By 2013, 15 permanent C. Wonder stores are scheduled to open around the country.
—Andrew Asch
