LOS ANGELES — Paige Premium Denim is looking to new stores in Las Vegas and New York to counter the effects of the economic downturn, which is expected to force a pull back among the company’s wholesale customers.
Three years after unveiling its first flagship here on Robertson Boulevard, the premium denim brand opened a larger, grander boutique in Las Vegas’ Grand Canal Shoppes at the Venetian hotel on Monday. The company is now readying for the Nov. 24 ribbon-cutting of a loft-like store in New York’s Meatpacking District.
“This is a good strategic move for us,” said Paige Adams-Geller, the namesake founder of the Culver City, Calif.-based label. “As a company, we really seriously look to see where we want to conserve money and where we want to strategically grow. My idea for the brand since the inception was I always wanted to be an international lifestyle brand. With that focus, the stores are where we can grow the business.”
Adams-Geller declined to disclose financial figures for the privately held company. She said that even in the current economic crunch, the 1,200-square-foot store in Los Angeles — located a few blocks away from popular multibrand boutiques such as Lisa Kline and Kitson, and near freestanding shops by rival denim labels including Seven For All Mankind and True Religion — is a money maker. What’s more, she said it behooves a brand to fend for itself in a slowing economy that may crimp opportunities at the wholesale level.
“Especially now in the economic times, retailers have cut the number of premium denim brands in the stores,” she said. “Through tough times, retailers seem to narrow the breadth of product. They’re a little more particular about what they want in [their] stores. At many times, Paige as a brand is so big and broad. There are so many styles that no one ever gets to see in a department store. But the [Paige] store can carry it.”
Paige moved into the 1,600-square-foot space at the Grand Canal Shoppes vacated by handbag maker Dooney & Bourke, which, according to Adams-Geller, graduated to a larger location in the Venetian hotel. Although Adams-Geller had been flirting with the idea of expanding her branded retail business to Las Vegas, where Paige is sold at Scoop, Intermix, Neiman Marcus and Nordstrom, she didn’t seriously consider the jump until the Venetian hotel called her in February to set up shop there.
Straying not too far from the bridge where one boards the gondolas inside the Italian-themed casino and hotel, visitors would walk past shops for BCBG and Lladró before arriving at the Paige store, which is near the entrance to the Palazzo, where Barneys New York is located.
“We did research on traffic at the Venetian,” Adams-Geller said. “It was great traffic.…It’s a great place to build domestic exposure and international exposure.”
Sharing the chic but homey feel of the Los Angeles store, with a palette in chocolate brown, ivory and sea foam green, the Las Vegas unit sparkles with a little more flash. The floors are composed of metallic tiles, unlike the concrete poured into the Los Angeles shop. Stainless steel bars and glossy white tables enhance the Macassar ebony wood cut into shelves.
The Las Vegas shop will display wares from various brand extensions that Paige has introduced through the years, including $169 boot-cut style jeans, $795 leather jackets from Paige Black Label, petite sizes and maternity jeans and $179 dungarees from PPD Jeans for Men. Adams-Geller said that while the Los Angeles store stocks more denim to outfit the laid-back California lifestyle, half the items in the Las Vegas shop will represent more tailored looks from Paige Black Label.
Paige’s New York outpost will be located at 869 Washington Street, tucked between two Scoop shops and neighboring designer and contemporary fashion purveyors such as Alexander McQueen, Stella McCartney, Jeffrey and Diane von Furstenberg. The store will highlight more cutting-edge designs and fabrics, such as skinny jeans, ankle peg styles, trenchcoats, leather and a thick and stretchy wool blend called ponte di roma. The 1,000-square-foot space affords a more intimate environment, and Adams-Geller will stick with her chocolate brown and ivory palette to complement the exposed brick wall and dark wood floors.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews