GILT X L.A.: Gilt Groupe executives are in Los Angeles this week for a sale that began today, focused on L.A. designers.

It’s the first time the daily deals site, headquartered out of New York, is doing a city-specific sale and the company celebrated Wednesday evening on the rooftop of the Palihouse hotel in West Hollywood.

The event’s three-day run features products from over 20 men’s, women’s and home designers in the Los Angeles area. These brands include James Perse, For Love and Lemons and Matteo.

L.A. represents Gilt’s second largest market after New York, so the sale’s theme made sense from a marketing perspective as the company continues to grow its customer base of shoppers and brand partners, said chief merchandising officer Keith George. Gilt now has more than 10 million members and works with brands to often shoot the product images and other materials used to sell items on its site.

“We are finding we have a globally minded customer,” George said. “So it is important to connect the dots [on brand stories] as well.”

Images featured throughout the sale were shot locally at places such as the Santa Monica Pier and Rodeo Drive “to tell the story of what’s happening in L.A. fashion right now,” said Gilt senior vice president of women’s Mike Chi.

The sale is not the beginning of more city-specific events on Gilt, both executives stressed.

The point is to be authentic, Chi said, because “there really is something happening in L.A. right now. It’s not about a canned story.”

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