Direct-to-consumer brand Sézane couldn’t wait until the fall to bring its Parisian sensibility to Los Angeles, so it unveils a pop-up Wednesday at The Grove ahead of its first permanent door on the West Coast later this year.
The brand, founded in 2013 by Morgane Sézalory, approached the Caruso-owned shopping center about opening a temporary door there, explaining the desire to bring the brand to the market now as opposed to holding off until September when a store on Melrose Avenue is to open. Sézalory described the temporary shop as “a good way to meet some L.A. customers.”
The shop at The Grove, which remains open until the first week of April, will be stocked with a collection exclusive to Los Angeles with what Sézalory described as having plenty of lace and white cotton, mindfully mixed with details such as little buttons and bows.
“We wanted to offer a very summer and light French style,” Sézalory said.
The space, in keeping with the light and airy collection, will be filled with fresh flower installations in addition to millwork and lighting fixtures from France. The store is in the Grove’s dedicated pop-up space — a roughly 200-square-foot footprint Sézalory managed to design with a residential feel in keeping with Sézane’s other stores.
The pop-up follows the opening of its first U.S. door in New York last year, which Sézalory said is doing well.
“We just realized how much American girls enjoy the brand because they discover a quality you can’t access in the U.S.” she said. “I know we have wonderful quality for the price we offer because we are a digital native brand so it’s been amazing to see all the people happy about the brand.”
The company entered physical retail in 2015 with a 3,000-square-foot store on Rue Saint-Fiacre in Paris dubbed L’Appartement.
Sézalory said the plan is to grow the brand in the U.S. over the next few years. However, she isn’t keen to do that through any major growth of a physical store footprint.
“We don’t want to open a lot of places in general,” she said. “We just want to have a unique and special experience for the customer so they can touch and feel and discover the brand. We’ll only have one place in New York and one in L.A. as we have one big one in Paris and we’ll open one in London next fall, too. The idea is to stay a big brand online but to have places for our customers but to keep the experience unique and not become a brand you can find at each corner.”
Instead, she hopes to continue the momentum that allowed the brand to grow in the first place via social media and more specifically Instagram. The company currently has a follower base of 685,000, with 60 percent of those followers coming from abroad — mostly the U.S., U.K. and Australia — and the remainder from France.