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LOS ANGELES — Specialty retailer Intermix has arrived on Robertson Boulevard here in a prime spot across the street from the famed Ivy restaurant.
“It doesn’t get much better than this,” said Khajak Keledjian, founder and chief executive officer of the 14-year-old chain, which now operates in 14 cities.
The locale for the 20th Intermix store “has been on the radar since the beginning,” he said. “But finding that perfect location was key, just like it was for our first store in New York’s Flatiron District. Robertson is a very similar fashion shopping block and L.A. has become a real fashion city.”
The white, light-filled 5,000-square-foot space at 110 North Robertson Boulevard, which opened Sept. 15, was built around a 100-year-old palm tree that stands in the center and goes through the glass ceiling. “We don’t believe in a cookie-cutter approach, and we wanted to highlight the green environment in L.A.,” Keledjian said.
To that end, the clear glass storefront is angled to diminish the sun’s glare, and windows of different shapes and sizes on each side of the store reveal bamboo and flowers. The blond wood and gray stone floors are meant to mimic ocean sand and rocks, while the built-in shelves are curved like a ship’s hull and the walls undulate like waves.
The store is filled with evening looks on the left, dressy daytime looks on the right and casual clothes in the back. The clothes are mixed together to create outfits, with $50 T-shirts hanging next to $5,000 dresses. Among the 400 labels that Intermix carries are West Coast brands Jenni Kayne, Geren Ford, Elizabeth and James, Splendid and Dittos. International designers include Valentino, M Missoni, Stella McCartney, Hervé Léger and Brian Atwood.
“We thought of this concept of mixing high with low a long time ago, and it is more about the look than the brands,” Keledjian said. “I think overall, we will enhance the shopping experience on Robertson….If anything, we will bring a bit more luxury and bridge the gap.”
Keledjian estimated sales of $2,000 per square foot, noting that sales range from $1,000 to $4,000 per square foot among his other stores.
This story first appeared in the September 21, 2007 issue of WWD. Subscribe Today.
“This customer travels,” he said, referring to clients like Rachel Bilson, Mischa Barton and Sienna Miller, “and has been asking for a store in L.A. for a while, and our Web site is also a great indicator; 15 percent of sales are from the West Coast.”
Next for Intermix is a store in South Coast Plaza in Costa Mesa, Calif., which is to open in November.