By and  on May 23, 2007

The British brand Reiss is seeking to make a bold statement by placing its new flagship in the heart of Robertson Boulevard.

"We have never been one to do big advertising campaigns, but the whole world is celebrity-driven," said David Reiss, founder and chief executive officer. "If we are going to go to L.A. and open this flagship, and we are linked to celebrities, let the world know about it."

The 12,000-square-foot Reiss space in West Hollywood, a few doors from The Ivy, the famed celebrity hangout, opened May 10 and should attract its share of attention with its two-story, window-paneled exterior covered in large polkadots.

"Robertson is a very cool street, but it is also a transient street," the ceo said. "We wanted to make a storefront that was powerful, to make people stop and notice."

Walking into the store, women's clothes — a variety of dresses, including the sequined Castor at $395, the scoopneck Lilly at $385 and the beaded Fitzgerald at $375, punctuate the spring-summer offerings — greet shoppers and fill almost half of the first floor. The other half is dedicated to men's clothes, which the company started with in 1970 before launching a women's collection in 2000.

All pieces in the stores in West Hollywood and New York, where the brand began retailing in the U.S. about two years ago, have U.K. and U.S. sizes on their tags. "We try to give newness once a week,'' said Laurie Marco, director of retail operations. "In New York, people come in every Friday because they know there will be some new things."

Accessories and the women's fitting room section are up a short staircase in the rear of the West Hollywood store. Shoes average about $325; sunglasses, $150, and belts, $110. Reiss is building the accessories assortment to stock an accessories-only retail concept that will launch in London in September and is expected to eventually come to the U.S.

The second floor houses a large showroom and a spacious, private fitting room for VIPs. Reiss said that, among the celebrities who have worn the clothes are Katie Holmes, Hilary Duff, Eva Longoria, Heidi Klum and Nicole Kidman.

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