HOT WATER: Some of Hollywood's top names think of Maxfield as their second home. Now, the designer apparel store on Melrose Avenue will shortly be able to offer its star clientele its own carbonated mineral water, which, appropriately enough, will be called Maxfield.

Maxfield will have the bubbly in the store this month. It will also be available in certain restaurants, clubs and markets. A spokeswoman for Maxfield -- which maintains it was the first boutique to offer clients sparkling water, back in the Seventies -- said the endeavor is just for fun and isn't going to be a big business.

SPEEDO DIVES IN: Speedo Authentic Fitness has signed a lease for a site on Santa Monica Boulevard, a half block east of Rodeo Drive. The 1,100-square-foot unit is set to open June 24 and is expected to do more than $500,000 in its first year.

The store's interior will be dominated by a simulated tiled swimming pool built upside down into the ceiling. Two mannequins, dressed in the latest Speedo swimwear, caps and goggles, will be suspended from the ceiling, as if ready to dive into the pool.

The opening is part of a blitz of new Speedo stores bowing across the country, increasing the number of units from the current 15 to 50 by the end of the year, the company said. In April, Van Nuys, Calif.-based Speedo opened in South Coast Plaza in Orange County. Other California sites opening this year include San Francisco's Embarcadero Center in July and Pasadena in the fall. The first Speedo store opened in December 1992 in Beverly Center in Los Angeles.

THEODORE'S ELITE KIDS: Herb Fink, owner of Theodore in Los Angeles, opened a children's store May 1 in the Malibu Colony Plaza and expects first-year volume to be $800,000. The store is called Malibu Kid.

Two of Fink's regular resources, Labyrinth, a European company, and 90265, a local manufacturer, are producing a special children's line for the store, including handprinted T-shirts for as much as $250. The store also sells a private label line of casual wear with prices more in line with Gap Kids.

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