PAPER CROWN X RIFLE PAPER: Lauren Conrad’s Los Angeles-based apparel line Paper Crown is dabbling in brick and mortar.
The company teamed with Winter Park, Fla.-based Rifle Paper Co. on a collection of apparel and giftable items that will be sold at a pop-up shop at The Grove in Los Angeles.
The store, located in the shopping center’s Grand Lobby and totaling about 1,100 square feet, opens Feb. 13 for a three-day run during Valentine’s Day weekend.
“We don’t have any Paper Crown locations so this was really exciting for us and it’s the first time we’ve been able to take our entire collection into a retail space,” Conrad told WWD. “We thought it made sense to do a Valentine’s pop-up. The collection is very girly and romantic.”
Items from the collaboration are priced at retail between $5 and $300 and include dresses, skirts, tops, stationery and cell-phone cases — some of which feature Rifle Paper’s signature floral prints.
“We started talking to them…about a year and a half ago, and we knew we wanted to work together and do something,” Conrad said. “Here, at Paper Crown, we’ve always been fans of Anna’s.”
The collaboration is a capsule collection within Paper Crown’s spring line.
The company used three of Rifle Paper’s prints. Conrad described one as a navy background with punches of reds and corals. Another is a flesh-colored background with pink flowers, and the last uses nude and white.
Some of the dresses in the collection were painted into scenes featured on Rifle Paper greeting cards that will also be sold in the store.
The Grove pop-up will serve as a litmus test for the company, with permanent brick and mortar for Paper Crown likely in the longer term, Conrad said.