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Kellwood Co. will today launch the e-commerce site for its new mall-based retail concept, Lamb & Flag. The online shop at will give shoppers the first look at the brand’s merchandise and visual aesthetic, which targets men and women 18 to 24 with denim and rock ’n’ roll-inspired sportswear.

The first Lamb & Flag brick-and-mortar store will open in the Brea Mall in Brea, Calif. on Dec. 16. An additional unit will open in January in The Shops at Mission Viejo in Mission Viejo, Calif., and the third store will open in February at Los Cerritos Center in Cerritos, Calif. Each store is about 3,500 square feet in size.

Like the stores, the e-commerce site will carry both Lamb & Flag collections for men and women, including fragrances, as well as complementary third-party brands.

“It’s a unique multibrand store that will allow consumers to shop Lamb & Flag merchandise as well as brands such as Nudie, Rvca, Cheap Monday, APC and Insight,” said Eric Hunter, chief marketing officer at Kellwood. will feature a lifestyle blog written by guest bloggers, along with features on hot new bands and designer profiles.

Michael Kramer, chief executive officer of St. Louis-based Kellwood, told WWD in September that he envisions opening 20 to 30 more Lamb & Flag stores in 2013. However, according to published reports, Kramer plans to step down from Kellwood to join J.C. Penney Co. Inc. as chief operating officer on Dec. 1, which could put a question mark on his high-profile strategy of pouring resources into the contemporary space.

Kramer was unavailable for further comment. Kellwood is privately held by Sun Capital Partners Inc.

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