OPEN FOR BUSINESS: The latest edition to the Beverly Center’s luxury wing comes in the way of JINAMMI.
The luxury handbag line out of Seoul officially opened its first store in the U.S. Thursday. Up ahead is an East Coast store, most likely in New York, by the end of the year, according to JINAMMI Creative Director and founder Ji-Nam Lee.
“Beverly Hills is very popular in Asia,” Lee said of the reason to open there, adding that other luxury tenants made the shopping center a good choice for JINAMMI.
The company bills itself as a “modern Korean couture brand” with designs inspired by Korean architecture and art. The line, which uses materials such as Italian water snake and embossed lizard, ranges from $89 for leather bracelets to $3,290 for satchels made of caiman.
The company has a flagship store in Seoul and is also sold in Lotte department stores and duty-free shops in Asia.
Lee, who received her master’s in fashion design at the Marangoni Institute of Milan in 2000, began laying down roots in the U.S. for her company last year when it opened a marketing office in Glendale, Calif. that has since shifted operations to the Beverly Center. An online shop also launched last year.
The company is eying additional U.S. outposts for flagship stores, such as Florida and Las Vegas, according to Lee.
It’s banking on designer collaborations as part of its strategy to grow brand awareness in the U.S. The company is in talks with women’s wear designer Javier Vassallo on a collaboration for fall 2015.