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What’s Checking: Destination Retailers
In a sea of large corporate retailers, vintage stores and strip malls, there still remains a small species of contemporary boutique that has flourished in stand-alone bricks-and-mortar locations rather than in a boutique neighborhood surrounded by other retailers who cater to a similar customer.
These “destination retailers” stand relatively apart and, yet, have incredibly loyal customers. It takes a strong sense of brand identity to garner that kind of following, so we caught up with a few of those retailers to find out what is the DNA of their brand and why they think they have found success thus far.
NO REST FOR BRIDGET
Three locations in Orange County
3121 Newport Blvd., Newport Beach (pictured)
250 E. 17th St., Costa Mesa
Bella Terra Shopping Center (7777 Edinger Ave.),
Huntington Beach
Mas Hayakawa, chief executive officer of No Rest For Bridget, attributes the success behind the rapidly expanding women’s boutique to selective “merchandising, [a proprietary business intelligence technologies–based business model], location strategies and the people we hire.” Stocking affordable, quality fashion styles and staple basics that turn over almost weekly, it has become the go-to boutique in Orange County with locations in Newport Beach, Huntington Beach and Costa Mesa. The company also has an East Coast store in Boston and plans to expand to be a national chain with several locations opening in selective major cities in the next two years.
For Fall 2014, it has been selling out of all its plaid and flannel shirts, midi dresses, knits, body-con dresses and ankle boots. While it carries brands such as Lush, Signature, Flying Monkey, Naked Zebra and Audrey, to name a few, it also introduced its own private-label collection a little over a year ago, which has proved to be lucrative.
GUERILLA ATELIER
Arts District
427 S. Hewitt St.
Guerilla Atelier is a luxury retail space that resides in a renovated warehouse in the heart of the Arts District in downtown LA. Carl Louisville, founder of Guerilla Atelier, attributes recently moving into a brand-new space in a burgeoning creative community, along with a keen eye for craftsmanship in fabric selection, fit and tailoring to the wild success of his atelier.
“The downtown community and in particular the Arts District community has responded very well to the idea of a highly considered environment with exclusive brands not available anyplace else in the city,” Louisville said. “This is a creative community with a significant percentage of the population choosing the district because it offers unique creative space to self express—which for Guerilla Atelier means a significant local client base to support a unique luxury retail environment.”
Guerilla Atelier stays away from trends and pays close attention to the story behind the designers and their lines. Louisville only works with a couple of hand-picked vendors in each category each season.
The store also only typically stocks one size of each item, providing another layer of exclusivity on top of being the only retailer in the United States to carry certain brands.
“In our women’s collection we have A Rosebud [original textile] from Annelore that we nearly sold out of on arrival,” Louisville said. “We also sold the plum dress to the piece on our opening weekend in our new space. [The designer] uses a couple of seamstresses from Valentino’s couturier who make all her patterns and sew all her garments. It’s a Guerilla Atelier exclusive collection in the city. We also carry an exclusive knitwear collection, all hand knit, from Berlin by way of Switzerland from Vivian Graf. The long cardigan dress [$600] has been a fast seller in spite of the recent heat wave. Our clients know these pieces don’t stick around, and in the case of the knitwear, I only stock one of each item, which makes them go fast.”
Accessories brands the store is currently having much success with are Gordan Graham eyewear and Tara Hirschberg jewelry. All Gordan Graham frames are handmade in Japan with 18-kt.-gold finishing and are numbered and accompanied by a certificate of authenticity. Prices range from $690 to $790. Tara Hirschberg is a local LA designer who uses 18-kt. gold and diamonds in her collection.
For men’s, the Mister Freedom “Loco Watchman Denim Jacket” ($449.95) has done exceptionally well. “Best thing I’ve personally ever worn,” remarked Louisville.
Guerilla Atelier moved to its current location within the past month. The front part of the space is men’s and women’s “closet” and home design accessories, and the back is going to be a rotating fine-art gallery.
As for the future, Louisville says, “We are now developing a line of proprietary products from handmade shoes to an exclusive fragrance and candle collection.”
BUCKS & DOES
Sunset Junction/Silver Lake
3906 Sunset Blvd.
Bucks & Does has carved a loyal local customer base at Sunset Junction in the 17 months it has been open. Surrounded by numerous vintage stores, Bucks & Does stands alone with contemporary designers, comfortable styles, light knits, timeless accessories, friendly assistance and smooth jams such as Bon Iver playing over the speakers to set the atmosphere.
Although it typically only orders one of each style in each size, it has a weekly turnover of merchandise, always keeping it fresh. Some of its top-selling women’s styles at the moment include a Rails tartan shirt ($134) and a TYSA jumpsuit that is available in a series of prints ($219). It also does very well with accessories, including Lovelybird hats (averaging $140), Rayban sunglasses and Cosabella clutches.
According to Jason O’Dell, owner, “65 percent of our current business is women’s, with 35 percent men’s.” O’Dell has built out a design studio and work spaces behind the storefront (not open to the public). There, he houses a design team, pattern makers, sewers and dye specialists to produce their two in-house lines—Porridge and O’Dells—both of which do well.
Bucks & Does officially launched its online store Oct. 15, which it plans to grow in the next few months.
DIANE MERRICK
Mid-City Los Angeles
7407 Beverly Blvd.
A destination retailer for more than four decades in the heart of Los Angeles, Diane Merrick’s boutique draws celebrities and locals alike. San Pellegrino water is offered upon arrival, accompanied by a familiar, at-home comfortableness that is warm and inviting.
Although Diane Merrick says she used to buy the fashion trends and labels, which is what put her on the map, more recently she has changed her buying strategy to buying “what I like, when I like.” She enjoys the instant gratification that buying Immediate deliveries gives and has expanded into private-label apparel and offering vintage housewares to the mix. While she does admit to emotional ties to some items, ultimately anything and everything in her store has a price.
She is known for her collection of cashmere and is buying more pants and tops than dresses lately. The boutique also has an assortment of vegan-leather bags and totes in bright hues and an array of scarves but chooses not to stock shoes. Merrick’s customers love her private-label solid basics because they are “easy, simple and wearable.”
“For 43 years I have been carving out a niche for myself, and I am still carving,” Merrick said.
