GOING YOUNGER: Los Angeles-based fashion retailer Madison has ventured to where few upscale multibrand boutiques have dared to go: the teen market. Its new teen store, Madison t, officially opened Saturday with a back-to-school event hosted by Teen Vogue and Ariel Winter, a teen that’s made it big on ABC’s “Modern Family.” But it’s another teen, 13-year-old Jordan Goldstein, who inspired her parents, Emily and Mark Goldstein, co-owners of the seven-unit Madison chain, to open the 1,000-square-foot store in Pacific Palisades, Calif. “When I shop for her, I can never find what I want. It’s either too young, too cute or inappropriate,” said Emily Goldstein. With a helping hand from Jordan, who, Emily quipped, gets paid for her work in clothes, the Goldsteins have filled Madison t with colorful pieces priced for a parent-supported teen budget (T-shirts are mostly under $100, and dresses predominantly from $100 to $200) by roughly 30 brands, including J Brand, Splendid, Parker, Equipment, Wildfox, P.J. Salvage, Aviator Nation, Alice + Olivia and Brandy Melville.

At the moment, Jordan said she is coveting Chaser shorts and John Eshaya sweaters. Her father estimated Madison t would generate $600 in annual sales per square foot and hoped the store would become an important destination for dresses to wear to bar and bat mitzvah parties. “There’s one every weekend, and you have to hunt everywhere for them. So, we are really going to focus on that,” Mark Goldstein said.

This story first appeared in the August 14, 2012 issue of WWD.  Subscribe Today.

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