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Naked Princess Opens Shop

The brand opened its first brick-and-mortar store here this month in Los Angeles.

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LOS ANGELES — Naked Princess opened its first brick-and-mortar store here this month, revealing a space complete with a white gold leaf foyer, silk wall coverings, a floor-to-ceiling marble fireplace and crystal chandeliers.

Inspired by the concept of a modern-day boudoir, the boutique encompasses luxury while also giving off an intimate vibe — which was no coincidence, said chief executive officer and owner Jordana Woodland, whose office is directly above the store.

“I’m deeply involved in everything that goes into the brand and so being able to share my store experience with customers is something I see great value in,” Woodland said. “I’m looking forward to doing research there and having the opportunity to enjoy getting to know my customers at the same time.”

Rachel Zoe and Ali Larter were among those who attended the boutique’s opening bash, where guests sipped Champagne while admiring the lace and silk skivvies on display for purchase.

Established in 2009, the brand offers a range of product categories aimed at reinforcing a “healthy, feminine lifestyle,” explained Woodland, who created Naked Princess with a mission of encouraging “women to truly cherish themselves and take time out of their busy lives to feel beautiful.”

The luxe detail of the flagship’s interior reflects that of the brand’s silk and lace lingerie collection, which ranges in price from $28 to $260, as well as Woodland’s commitment to ensuring that “the decisions that go into every aspect of the brand are made with the same attention to detail on all fronts.” Featuring a private showroom on the boutique’s second floor for small gatherings and celebrations, the flagship also offers individualized services for  clients, including personalized gift set curations and custom-made pieces for a honeymoon or special occasion.

In addition to lingerie, Naked Princess offers loungewear and sleepwear collections as well as beauty products such as lip treatments and scented massage-oil candles, spreading the brand’s message of “refined luxury” across all sectors of an aspirational “feminine lifestyle.” Retail prices for products in the beauty category range from $22 for best-selling sugar lip scrub to $110 for a Boudoir Essentials Gift Set, while loungewear pieces start at $128. Special-occasion and silk pieces range from $200 to $725.

Prior to the store opening, Naked Princess was solely a wholesale business, with product distribution at the Rosewood, Montage and Four Seasons luxury hotels, as well as Stanley Korshak in Dallas.

Los Angeles seemed the best location for a first flagship as it is where the brand’s manufacturing and design teams are located, and where Woodland and her family call home. Woodland said she hopes to eventually open stores in Las Vegas and New York.

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