It took 10 years, but Apiece Apart has made its way to retail for the first time on the West Coast with the opening of a Venice boutique.
The company on Saturday is set to celebrate the door’s official opening with the brand now on both coasts. The Venice store on Lincoln Boulevard joins Apiece Apart’s existing door on Broome Street, which started off as a temporary shop before transitioning to a permanent space.
“We’ve been in New York for about 10 years and we’ve really grown that audience, but outside of New York, L.A. is our second biggest audience of women who respond to the clothes,” said Apiece Apart cofounder Laura Cramer. “Everybody looks West. Our friends are here. The women who inspire us are here. A lot of our favorite designers and colleagues are here, so it was a no brainer.”
The 400-square-foot space, set to remain open through September at 1817 Lincoln Blvd., is stocked with the label’s spring collection in addition to an assortment of third-party brands including Land of Women, bags by Filt, Binu Binu soaps, Cajamarca hats and accessories from Sylvain le Hen.
“The origin aesthetics for us is the Southwest, so we’re always looking for those signifiers,” cofounder Starr Hout said of the store’s design. “It’s very calming and warm.”
A dressing room is cordoned off with a pistachio-colored curtain, while a Seventies table from Italian designer Tobia Scarpa proves another anchor for the space.
The company will test retail on the West Coast, but Cramer and Hout are open to the idea of setting up something more permanent. The Broome Street store started as a pop-up and remained that way for two years before it was made a permanent door.
“If that were to happen here, that would be a wonderful thing,” Cramer said. “Lincoln [Boulevard] seems so exciting and so many interesting brands are there, so we would love to be able to find a permanent home.”
The expansion to Los Angeles comes amid robust growth for Apiece Apart’s direct business. The company reported a doubling of the business in both 2016 and 2017, and the projection for this year calls for more than 50 percent growth.
“It’s such an interesting time for brick-and-mortar because people have said brick-and-mortar is dead and just invest in your e-commerce site, and we’ve been so pleasantly surprised by the number of new people we’ve been able to bring into our store,” Cramer said. “So far it’s very important to our brand in getting it out there. So I could see us doing [stores] in other places.”
Apiece Apart is distributed in more than 200 stores globally, including online retailers such as Revolve, Shopbop, Net-a-porter and Moda Operandi in addition to Alchemy Works, Acrimony, Bird Williamsburg and Bergdorf Goodman.