By  on August 1, 2013

LOS ANGELES — Trina Turk has big plans to expand her retail empire, beginning with a new store concept unveiled Monday in her boutique in Atlanta’s Phipps Plaza.

The 2,100-square-foot space,designed by MR Architecture + Decor, is inspired by the midcentury architecture of Richard Neutra and Donald Wexler crossed with the California modern aesthetic. Blurring the lines between indoor and outdoor living, the store features contrasting textures such as concrete block walls, silk tussah wall coverings, a woven brass canopy and herringbone-pattern brick flooring. The ivory and taupe palette and gold accents are meant to provide a clean showcase for Turk’s colorful patterned sportswear.

“We are planning on opening multiple retail stores in the next few years and wanted a fresh and neutral concept to provide a backdrop to our clothing,” said Turk, who opened her first store in Palm Springs, Calif., in 2002 and has since opened in Los Angeles, New York, Newport Beach and Burlingame, Calif., Miami and Dallas. “Palm Springs has been great for our brand identity, but we’re not just the desert,” Turk said.

“We have an aggressive retail strategy that could see as many as 20 doors over the next three years,” said Trina Turk president Rob Trauber.

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Additional openings this year include Manhattan Beach, Calif., and the company’s first outlet, located at Fashion Outlets of Chicago. Scottsdale Fashion Square, Ariz.; Houston Galleria, and The Marketplace at the Woodlands outside of Houston are set for next year. “Texas is one of our top markets. Our Highland Park Village store does $1,600 per square foot,” he said.

The company is also looking at moving its Los Angeles store from Third Street to The Grove next year. “We think a mature state would be 35 to 40 stores in the U.S. Our goal is to be productive in the right locations,” said Trauber. To that end, the company hired Gilbert Santiago, formerly of Diesel, as its head of stores.

“The road map is pretty clear for us, and there are a lot of examples of companies in our space. We are about $100 million at retail today, and we are looking to double that in the next three years,” Trauber said.

In addition to building its infrastructure, the company is expanding its categories toward becoming a lifestyle brand. Trina Turk Recreation, manufactured by Manhattan Beachwear, which also holds its swimwear license, bowed at the last Miami Swim Show. Other launches for spring 2014 include a lower-priced dress line called Trina Trina Turk, towels and shoes, and the entrance of men’s wear collection Mr. Turk into wholesale. Handbags and jewelry will roll out in fall 2014.

“We’re filling out the lifestyle of the aspirational customer, catching up a bit in terms of all the things she wants,” said Turk.

International expansion, fragrance and beauty will all be initiatives in 2015, when the brand celebrates its 20th anniversary.

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