LAS VEGAS — Saltaire, founded just three years ago as a high-end casual men’s wear brand, is opening retail stores and has launched a women’s line.
The Seattle, Wash.–based company opened a 2,200-square-foot store at Fashion Show Mall in Las Vegas on Aug. 25, and will open a 4,000-square-foot store at NorthPark Center in Dallas, later this month. Michael Black, president, said his company will open a third store in February 2008 at Aventura Mall in Miami.
“We wanted to open in only three key retail locations in the most highly visible malls in America,” he said. “It’s a visual marketing tool for us. It’s a grassroots effort of building the brand from the ground up.”
Black said the stores are designed to impact all five senses—sight, sound, touch, taste and smell. For example, all units will incorporate Saltaire’s signature waterfall over a limestone background to satisfy the sight and sound components.
Touch is accomplished through the company’s proprietary wet-processing treatment that gives Saltaire fabrics a luxurious hand. Through its recent partnership with Culti, an Italian line of fine spa and home products, Saltaire will reach customers’ taste and smell. Customers can spray five different scents, including vanilla, citrus, evergreen and cinnamon, onto a cashmere scent sphere. Saltaire will also serve a daily fresh assortment of Italian cookies, provided by Culti, with tea, coffee and water. Black said Saltaire’s partnership with Culti makes it the only retailer in the U.S. to carry the full line. A few boutiques and spas in the U.S. carry selected items.
The stores will all have generous fitting-room lounges and a well-trained staff. Said Black, “Incredible service will be a big part of the Saltaire experience.”
Saltaire launched in 2004 to fill what the company saw as a void. “We felt the men’s market was very underserved at retail [and needed] a fresh brand hitting all classifications that’s casual and relaxed with a modern sensibility,” he said. The brand is carried in 300 better men’s specialty stores in the U.S., including John Craig, Pockets, and Garys, as well as resorts. The brand is targeted to men aged 35 to 65 “who want to look modern and have an updated wardrobe but who aren’t in the same shape they were when they were 18,” Black explained. “They want to look modern but be age-appropriate from a fit standpoint.”
The new women’s line, which was shipped to stores two weeks ago, is also for the 35-to-65 age group but it’s more contemporary than the men’s and is targeted to women who want to be fashion-relevant, Black said. It is being carried in Nordstrom, Bloomingdale’s, Neiman Marcus and specialty stores for fall.