ON THE MOVE: After almost five years on Melrose Avenue, Beckley has moved on to bigger digs on Third Street in Los Angeles one store away from local boutique mainstay Satine. Beckley owner Melissa Richardson Akkaway decided to relocate because she wanted more space — at nearly 2,500 square feet, the new store is about twice the size of the old one and Richardson Akkaway expects it to pull in double the volume — and thought it was time for a refresh. Designed and built with assistance from L.A. firm Creative Space, the store concept is based on an open kitchen format with mobile rails hanging from the ceiling and a sliding partition that will largely remain ajar to reveal 650 square feet in the back with Beckley’s offices and a VIP room.
“The idea of the space was to create something simple and timeless. If we are able to roll out locations, this would be the prototype,” said Richardson Akkaway, who already has another Beckley location in Las Vegas.
The Beckley store in L.A. stocks 25 to 30 designers that cater to a Beckley customer who Richardson Akkaway described as a woman 30- to 65-years-old who is “very comfortable with her life and who is looking to put unique pieces into her wardrobe.” At the moment, 3.1 Phillip Lim, Sass & Bide, Cut25, Citizens of Humanity and Richardson Akkaway’s Beckley brand, which launches into wholesale accounts for spring, are showcased in the windows on mannequins topped with colorful fake floral headdresses that each took three to five hours to make. Other brands in the store include Opening Ceremony, Chris Benz, Halston Heritage, Alexis Bittar, Camilla and Marc, Venessa Arizaga, Dannijo, DRKSHDW by Rick Owens and Victoria Beckham denim.