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Max&Co.’s Modern L.A. Space

MaxMara's new Max&Co. store in Los Angeles has settled into the Melrose Avenue retail hot spot.

Inside the new Max&Co. on Melrose Avenue.

MaxMara’s new Max&Co. store in Los Angeles has settled into the Melrose Avenue retail hot spot.

This story first appeared in the July 11, 2008 issue of WWD.  Subscribe Today.

The 2,000-square-foot space is near high-end designer boutiques like Oscar de la Renta, Carolina Herrera and Marc Jacobs. The store hosted an opening event last month to highlight the fall 2008 collection.

The diffusion line controlled by the MaxMara Fashion Group made its West Coast debut in 2003 in the Beverly Center.

MaxMara seems to like the California vibe. The company will open a Sportmax store on nearby Melrose Place in December. A popup Sportmax store opened on Rodeo Drive in June and will stay open until Sept. 30. The line is sold in the U.S. in 27 MaxMara boutiques. The MaxMara Rodeo Drive store will move to a new space on the same ritzy block this fall. A Marina Rinaldi store, the group’s plus-size line, will also open in L.A. this fall.

“We’re opening four stores in six months; no one can say we don’t love L.A.,” said MaxMara brand ambassador Nicola Maramotti the wife of owner Ignazio Maramotti. “We’re dedicated to the market here, there’s really a big need to fit a lot of different types of women.”

The Max&Co. shop has 1,624 square feet of retail selling space and a clean modern look, featuring large bleached tables, bleached oak shelving, freestanding fixtures and other area structures in Plexiglas and satin-finished aluminum, with some fixtures suspended from the ceiling.

Price points range from $300 for a silk dress to about $600 for wool winter coats.

About 250 square feet is designated for the line’s accessory collection, and the area will have a decor its own: a lounge space with sofas and armchairs in talc-color leather.

Max&Co. has 424 stores in 40 countries, including Italy, Britain, France, Greece, Japan, Hong Kong and Australia.