By  on October 22, 2007

NEW YORK — California’s youthful Trovata brand opened its first retail store at the end of August in its hometown of Newport Beach, at 505 W. 31 Street. The 1,200-square-foot space previously served as Trovata’s design studio and headquarters, and has been transformed into a quaint and cozy destination that is meant to serve as much as a social center for the hip neighborhood as a retail boutique.

“I’ve wanted to open a store since day one. It really communicates what the brand stands for in its entirety, from the way the store is designed to the music we play, to the way we’ve filled it with interesting items that we’ve found in our travels,” said John Whitledge, president and creative director of Trovata. “We sell hydrangeas out front, and our cash wrap is a bar where we serve Brahma beer and caipirinhas—for free.”

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