LONDON — Smythson, the high-end British stationer, will open its first West Coast store this summer in Beverly Hills.
The 2,000-square-foot store will be housed in a former Pierre Deux unit at Two Rodeo Drive, with neighbors including Versace, Tiffany & Co. and Louis Vuitton.
The Beverly Hills store is part of an ambitious U.S. rollout plan: Smythson has set its sights on 10 to 12 stores in the U.S. over the next four to five years. It currently has one other store, in Manhattan, on West 57th Street between Fifth and Sixth Avenues.
“We have quite a few clients based in L.A., and it felt like a natural place for us. The store was a long time coming. Also, we need to be in the important luxury markets,” said Paddy Byng, chief executive of Smythson.
There are no other immediate openings on tap, but Byng said the brand continued to look for the right real estate in the right cities.
To mark the opening, the brand has created four notebooks exclusive to the new store: L.A. Notes, California Wine Notes, Film Notes and Director’s Notes. In addition, a white version of the 2007 autumn-winter Nancy bag will only be available — initially — in the store.
The store’s interiors will feature dark wood and linen and will incorporate the entire range of Smythson leather accessories and stationery.
The store also will feature a small museum, which will house pieces of the brand’s archives such as examples of Princess Diana’s and Sigmund Freud’s personal stationery. The store also will offer a bespoke stationery service.
This story first appeared in the April 25, 2007 issue of WWD. Subscribe Today.