ICEBERG'S U.S. LAUNCH TO START ON BEVERLY HILLS' RODEO DRIVE

Byline: Michael Marlow

LOS ANGELES--Iceberg will open its first U.S. store next March on Rodeo Drive in Beverly Hills.
The 5,000-square-feet boutique, which will be owned by Iceberg and operated by Sharham Mousazadeh, a local retailer, fills one of Rodeo's most prominent vacancies at the corner of Dayton Way in the Two Rodeo project. The boutique is expected to do about $3 million in sales during its first year, sources said.
The store, Iceberg's largest, will carry all of the Milan-based firm's lines: the women's and men's wear collections, Iceberg Golf, Iceberg Jeans, luggage, leather goods and fragrance. It will contain about 60 percent women's merchandise and will feature the stark design of European and Japanese Iceberg boutiques, Mousazadeh said. Iceberg has 25 stores in Europe and Japan.
The interior of the Beverly Hills store will be predominantly white, with marbleized white walls and stainless-steel fixtures.
"It's going to be a very cold feeling, like you're going into an ice box," Mousazadeh said.
Mousazadeh owns and operates Oliver, an upscale men's wear store on Beverly Boulevard across from Beverly Center, in West Hollywood. Oliver has carried the Iceberg men's wear line for 10 years, and Mousazadeh introduced part of the women's collection two seasons ago in preparation for the new store.
"The line is getting stronger every season, and I knew they wanted a store in Beverly Hills, so we got together," he said.
A second U.S. Iceberg store, also a collaboration between Iceberg and Mousazadeh, is currently being planned for 1996 in the Forum Shops at Caesar's Palace in Las Vegas.
Iceberg fills a high-profile space that has plagued Two Rodeo since it opened in October 1990. Among its Rodeo Drive neighbors, the space is called the "swimming pool" because it has an eight-foot drop after walking in the front door.
With this lease, Two Rodeo is now 92 percent leased, said Peggy Goodwin, marketing director.

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