By  on August 15, 2007

The Manhattan Beach woman who pairs bikinis with Jimmy Choos has a new shopping mecca — Los Angeles swimwear designer Shay Todd officially opened a namesake store in the California seaside community last week.

The growing brand, known for supplying the plunging one-piece Paris Hilton wore in 2005 in that sultry ad for Carl's Jr., shares a 1,800-square-foot location with contemporary apparel store Bombshell, but the two are separated stylistically. Bombshell's main color is black, while Shay Todd is doused in white, from the mid-century modern furniture to the walls. About 40 percent of Shay Todd's merchandise is swimsuits, which start at $150 retail, and the rest is resortwear, including cover-ups that sell for $178 and up.

Shiro Gutzie, Todd's husband and business partner, said the store's design, with a stone fountain at the rear, is intended to be "serene and blissful" and will be the prototype for future retail locations. In the next 18 months, Shay Todd plans to open four to six stores, and Gutzie estimates first-year retail sales will total $3 million.

"To a lot of people, we are known as a swimwear company, but really we are a lifestyle brand," said Gutzie. Shay Todd's second retail entry will be a 600-square-foot space on Melrose Avenue the brand had been using as a showroom. Following that store's scheduled Aug. 30 opening, Shay Todd will put shop-in-shops that Gutzie dubbed "trend stations" inside the spa retail areas of a hotel chain he declined to name.

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