Bri Holloway

Recent Los Angeles transplant Bri Schulz finally felt like a local after stumbling upon Book Soup at Sunset Boulevard and Holloway Drive. So when she was choosing a name for her new venture, an online luxury shop, she fused Holloway to the end of her own name for Bri Holloway.

The multibrand store — carrying lines such as Edit, Allude, Amen and Rocio — launched in the fall with Schulz set to hold a marketing event at her home in West Hollywood next month to generate buzz for her spring collection. Schulz explained her move from New York to L.A. as strategic, wanting to be near the energy surrounding the city’s fashion, art and restaurant scenes.

“There’s been an explosion with not only the fashion scene, but also the art scene with The Broad and then Hauser Wirth & Schimmel opening downtown as well. Then you have the culinary scene…and then of course the fashion contingent here is nothing to look down upon,” she said. “So for me, with my company, the geography is actually quite beneficial because everything is spread out and the landscape encourages a great deal of collaboration.”

Schulz previously worked in the marketing departments of companies such as Calvin Klein and Vince before embarking on her own business, taking what she learned at established houses in the curation of her own site. The idea, she said, is to make going to her site much like “searching the world for the most original luxury fashion.”

So where an established player in the market such as Net-a-porter offers the brands consumers already know, Schulz wants her site to be a treasure trove of new designers for shoppers to discover. Her criteria for merchandise selection are based on a set of three factors, she said: originality, sense of discovery and quality.

“Sophisticated shoppers have already bought the bags and must-have pieces, but because of the fashion consolidation and retail sameness out there, it’s extremely difficult to find original pieces that no one has in their social circles,” she said.

The site, which recently released offerings for spring, features 11 designers. Fall will carry 13 and Schulz said she hasn’t set a ceiling on the number of designers she’ll ultimately offer.

Schulz bootstrapped for the start-up funding for Bri Holloway and said she just about sold out on what she offered on the site for fall — her first season in business. Sales are projected to be under $500,000 this year.