LOHO Los Angeles


FOR THE ALT BRIDE: A San Francisco bridal shop aiming to stand out in a sea of charmeuse and chiffon by catering to the “nontraditional bride” looks to capitalize on swelling business coming out of L.A. with a new store.

LOHO Bride boutique, which opened a concept store and showroom about a year ago in San Francisco, will open a 900-square-foot door on Melrose Avenue in March.

The multibrand boutique’s designer roster includes Houghton, Rime Arodaky, Odylyne: The Ceremony, Bo & Luca, Cortana, Unbridaled by Dan Jones, Elise Hameau and A La Robe.

The retailer, whose name is an acronym for “League of Her Own,” appeals to the “fashion-forward, edgier girl,” explained founder Christy Baird.

After a year operating the San Francisco space, which totals 500 square feet, it became apparent just how much Los Angeles brides were fans of the brand, which is why Baird moved south to focus on building out the L.A. business.

She chose the Melrose location for its proximity to brands such as The Row and A.P.C.

“The goal is to get our feet wet in L.A….and then to reopen in San Francisco,” Baird said. “As of now, we really just want to target the California bride and we want to be the place for more fashion-forward brides that want something unique.”

The San Francisco showroom remains open and will eventually re-open in a new, permanent location.

Next year will bring e-commerce, with some ready-to-wear, accessories and bridesmaids gifts becoming available for purchase online.

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