Seven For All Mankind is in a retail state of mind.
The Los Angeles premium denim company has secured a space for its first freestanding store on the corner of Robertson Boulevard and Alden Street. The location is in the heart of Los Angeles' contemporary retail scene, housing neighbors Lisa Klein, Kitson and Maxfield Blue. The 3,000-square-foot space will house the entire Seven For All Mankind line for women and men.
"From a branding perspective, Robertson is perfect for us," said Aaron Battista, vice president of retail, who joined Seven a month ago from Liz Claiborne's Lucky Brand. "We wanted the first store to be in Los Angeles, since it's in our backyard and what we know best. So, having this space worked out well."
The store, which is being planned for a November opening, will be housed in what is now Scott Hill, a primarily men's wear boutique owned by Peter Koral, founder and chairman of Seven For All Mankind. Scott Hill now sells some men's and women's products from the Seven For All Mankind collection. Jeff Fox, who operates Scott Hill, will help transform the store into Seven For All Mankind.
Over the next six months, the store will be redesigned under the direction of Kenny Wu, Seven For All Mankind's director of retail development.
"The design will be very sleek, modern and sophisticated," Battista said. "We are really looking to capture that luxury customer experience and we are presenting a denim brand that has developed into a true sportswear lifestyle. I think many people will be surprised with the end result."
Seven For All Mankind tested a retail concept with a pop-up shop in New York around the holidays. The store, which was open for only two weeks, performed well for the brand. But, Battista said, the design of the new store would be a departure, although details were not yet final. Battista said the company wanted to open two stores in 2007, but would wait until the ideal spaces open up.
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