Henri Bendel is growing its presence on the West Coast.
The New York-based luxury retailer, owned by Ohio-based Limited Brands Inc., is launching its accessories, beauty and gift concept this fall at Los Angeles’ Beverly Center mall and at South Coast Plaza in Costa Mesa, Calif. — about a year after its debut in San Diego’s Fashion Valley shopping center.
“When we look at the data of who shops in our New York store, our number-one customer base outside of New York comes out of California,” said Ed Bucciarelli, chief executive officer of Henri Bendel. “As we analyze our Web sales, the same is true.”
The mall-based concept, which will open in the Southern California malls in November, is about 2,000 square feet and will carry Bendel-branded merchandise such as handbags, jewelry, scarves, specialty gifts, fragrances, chocolates, teas and cookies.
Under the retailer’s new strategy, the Fifth Avenue flagship is being downsized from three to two selling floors as Bendel’s concentrates on its most profitable areas while getting out of apparel. The flagship will offer accessories, handbags, jewelry, gifts, beauty and fragrance from third-party vendors and private label.
California isn’t the only place the new store will be turning up.
The next location will open in September at Dallas’ NorthPark Center, with doors at The Mall at Short Hills in Short Hills, N.J., and at King of Prussia Mall in King of Prussia, Pa., to follow in October.
The company operates six locations: New York City; Columbus, Ohio; Boca Raton and Aventura, Fla.; San Diego, Calif., and a store in Troy, Mich., which opened last month.