LOS ANGELES — Halston Heritage is branching out physically and digitally.
After opening its first stores earlier this year in New York on Madison Avenue and in Los Angeles at Beverly Center, the brand has set up shop in SoHo in a 3,000-square-foot space at 59 Greene Street. The opening of the store, its fourth in the U.S., comes as the Los Angeles-based brand is spreading its retail footprint at home and abroad, and preparing for the launch of an e-commerce site in October.
On Greene Street, Halston chairman and chief executive officer Ben Malka said, “There are a lot of good brands around us that we feel are complementary to what we are doing. Of course, being downtown and uptown is great. It allows us to cater to the different customers that are going to those areas.”
The SoHo store has design elements similar to Halston Heritage’s existing stores — floating shelves to display footwear and a handbag wall with a three-dimensional backdrop of intricate, architectural squares, for example. But the store speaks to the location with unique details; for example, Halston Heritage didn’t change the facade of bricks, glass windows and columns. Inside, exposed brick walls and wood-plank floors give the store a loftlike vibe. Also inside the store is a 16-foot archival photograph taken by Scott Heiser of a model wearing an original Halston design at Olympic Tower, the former Halston headquarters.
Halston Heritage’s sales performance on Madison Avenue has Malka, who assumed control of the company in 2011, enthusiastic about the business it can do in SoHo. At the Madison store, he said, “We’ve had an enormous conversion rate, much higher than we would have thought. Almost half of the people who walk in buy. I’ve never seen anything like that. We are building a very strong consumer base.”
In addition to the SoHo store, Halston Heritage is opening or has recently opened stores in Kuwait, the Fashion Outlets of Chicago and the Cabazon Outlets. There are five more stores planned for this year, at Fashion Island in Newport Beach, Calif.; Fashion Show in Las Vegas; Fashion Valley in San Diego; Westfield Valley Fair in Santa Clara, Calif., and the Tanger Outlets at National Harbor in Washington.
Including concessions, Halston Heritage will have 21 units by the end of the year, and Malka said it remains on track to have at least 40 units in the next three years. He views global expansion of Halston Heritage, on both the retail and wholesale fronts, as a top priority. The brand is sold at Harvey Nichols and Harrods in the U.K., and Harvey Nichols in Hong Kong. The Middle East is an important region, and Halston Heritage will follow the Kuwait location with a store in Dubai that’s slated to open in January. Worldwide, Halston Heritage is distributed to 400 wholesale doors.
“We wanted it to have a global launch right away because a lot of brands start in their own countries — whether in Europe or in America — and when they go overseas, they have to change some of their positioning because, many years later, it doesn’t fit with the market they are entering. We wanted to do this where it had a global presence and geared to the same woman and at the same price point globally all at once,” said Malka.
Halston Heritage’s gowns are priced from $395 to $1,500; ready-to-wear retails for from $95 to $425, and shoes and day dresses range from $295 to $495. Malka said customers have gravitated to “almost everything that is iconic Halston. Our shirtdresses have been a great success, whatever color or print and in any fabric. Our jumpsuits, one-pieces, halters and beautiful gowns with a true Halston identity, they have really responded to those well.”
With the diffusion Halston Heritage line still getting off the ground, Malka isn’t quite ready to resurrect the Halston luxury line. “I just feel that we have a lot of work to do to get the consumer to recognize the brand the way we want it to be recognized before we go out and launch Halston,” he said. “I would like to do it today, but I’m going to do it when I feel our work is in a good position to make that move. We have to be cautious. I don’t want to make a mistake.”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye