BEVERLY HILLS — Hervé Léger has opened its remodeled boutique here, part of the effort to freshen the brand.
The store at 439 North Rodeo Drive, which launched in March 2005, is a mere 370 square feet, but Léger’s signature bandage dresses have made a big impact this year on the red carpet — as seen on Lindsay Lohan, Kate Bosworth and Christina Aguilera.
“With fashion moving in the direction of more feminine, shapely silhouettes, I decided that it was time to focus on redesigning and reinventing the brand,” said Max Azria, designer, chairman and chief executive office of BCBG Max Azria Group, which acquired the brand in 1998.
“While staying true to the brand’s heritage, I have updated the overall look and feel of the collection,” he said. “There’s something very glamorous and sensual about the way a woman looks and feels when she wears a bandage dress. They always turn heads and make an unforgettable statement on the red carpet.”
The store, decorated in a black-and-white Hollywood Regency style, features signature lavender walls, black hardwood floors and black-and-white chandeliers. Eleven archival Léger photos adorn the walls.
Hervé Léger has boutiques in New York, Las Vegas and Paris, but Azria also has been wholesaling the line, beginning with an exclusive collection at Intermix this summer, and expanding to Ron Herman, Fred Segal Flair, Henri Bendel, Wynn Las Vegas, Holt Renfrew and Selfridges this fall.
The dresses average $800 to $1,600 retail and go up to as much as $5,000. Sales for 2008 are estimated at $3 million.
“I plan on adding another six to eight of our own boutiques within the next 12 months,” said Azria, though he did not disclose the locations. “I am also planning on expanding the line into handbags, shoes and intimates.”
The house already has two fragrances and a small collection of handbags available in its stores.
This story first appeared in the August 30, 2007 issue of WWD. Subscribe Today.