Cerre Eyes More Retail

The five-year-old Los Angeles-based leather apparel and accessories brand has opened a store at 8920 Melrose Avenue.

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WEST HOLLYWOOD, Calif. — Cerre, the five-year-old Los Angeles-based leather apparel and accessories brand, has opened a store at 8920 Melrose Avenue here in the former Costume National space.

This story first appeared in the December 29, 2011 issue of WWD.  Subscribe Today.

The 1,600-square-foot glass and concrete store, next to James Perse and across the street from Maxfield, houses the full range of women’s apparel, handbags and jewelry as well as the company’s atelier.

“We were planning to remodel our Hollywood store, but this made more sense, plus it’s a more client-friendly neighborhood,” said Flavie Webster, who moved to Los Angeles and began designing the line with her husband, Clayton, after they worked as runway and fit models in Europe. Their first store opened in 2008 on Las Palmas Avenue in a neighborhood known more for nightclubs and bars than retailing.

The apparel line, known for its fitted leather jackets, ranges in price from $100 for basic jersey tops to $2,700 for long leather coats. Leather bags range from $400 for a clutch to $1,700 for a circular hobo bag. There are also small leather goods and silver and bronze accessories in the $100 range.

Anyone can also get an eyeful of Cerre’s offerings at the movie theater; Rooney Mara’s character in “The Girl With The Dragon Tattoo” wears its leather motorcycle jacket, key chain, bracelet and cross-body bag in key scenes and Robin Wright also sports a jacket, scarf and pants.

The pieces are fit for both a Goth rebel and a career woman, so long as they like black. But items also come in ivory, navy and taupe and Webster said she plans to add more colors next season. “I will also be doing more red carpet type pieces,” she said, referring to a long chiffon dress.

For now, the line is available in the store and select boutiques such as Elyse Walker in Pacific Palisades, but the plan is to stop wholesale distribution and open more Cerre boutiques in New York and Paris.

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