Denim brand Paige will open a store at the Brentwood Town Center later this month, followed in May with a store at the Malibu Country Mart. Summer will see the Culver City, Calif.-based company’s first steps outside of the Los Angeles and New York markets to Austin.
“I don’t really have any pressure to roll out a lot of stores, but I feel like it’s part of a strategic growth plan,” said cofounder and creative director Paige Adams-Geller. “We’ve found that in our New York and L.A. stores that we’ve had opened in the last 10 years, once we actually have a place where we can portray the whole brand as a lifestyle brand, the customer is really gravitating toward the product and embracing all of it as a lifestyle, meaning dressing head to toe in Paige. I feel this is really healthy for our brand and for the future of our brand. Since our own stores have been successful, it just feels like a natural progression to create a bit of our own destiny.”
That mindset will continue to be the focus as the company seeks out locations here and abroad, although a set timeline for international growth has not been made.
“We’re putting the intention out there,” Adams-Geller said of international, pointing to London as a natural expansion location, while also clarifying nothing is currently on the books there.
The store growth strategy comes as the company sees growth within its men’s business. The stores now present an opportunity to more fully showcase men’s, the designer said, reflecting the ramp up that began about three years ago when the business put in place the design team infrastructure to build out that part of the line.
In the near term, the 1,000-square-foot Brentwood store will be the first to come online later this month in a neighborhood location that Adams-Geller — a resident of the nearby Pacific Palisades — often frequents for breakfast and shopping.
Malibu is set to open by Memorial Day weekend and totals 1,400 square feet with an outdoor courtyard.
“It has to do with the authenticity of who I am at heart and soul,” Adams-Geller said of the thinking behind her locations. “I was raised in Alaska and am a country girl in family upbringing and lifestyle. I always feel really comforted and at home when I’m in an environment like that. Those kinds of centers are really good community centers that have a cool, authentic not-too-formulaic personality.”
The two stores join an existing fleet that includes three units in New York, one in San Francisco and another at The Grove shopping center in Los Angeles.
The Austin store is set to open by July at Domain Northside shopping center in a city Adams-Geller tapped for its laid back style and roots in music — the latter being particularly fitting given she’s a music fan and had previously been a member of country pop group The Rodeo Girls.
All of this activity will be followed up in September with the launch of the company’s second collaboration with Rosie Huntington-Whiteley, which Adams-Geller said will be somewhat of a contrast from the model off-duty vibes of the first collection launched in the spring. Fall, instead, will be very much model on-duty, the designer said, with higher-end, dressier items that include black and charcoal-colored denim and leather pieces.
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