Los Angeles is providing & Other Stories with a strong narrative.
The retailer today is opening a one-level, 5,700-square-foot unit at 370 Beverly Drive in Beverly Hills. So smitten is & Other Stories with L.A., it’s launching an atelier in the city, which will produce collections alongside the brand’s existing ateliers in Stockholm and Paris. Each location’s collection is informed by their respective cities.
“We’ve always had a strong connection to California,” said Elke Kieft, & Other Stories spokeswoman. “We’ve worked with Kate and Laura Mulleavy of Rodarte and with Hollywood stylists. We’re going to have a design team in L.A. The collection will reflect the city’s aesthetic and influences. It will be the same way that we work with our other collections. Stockholm has minimalist aesthetics and Paris is a bit more feminine. The three ateliers will be a great combination and will create diversity.”
The L.A. atelier will have its own photo studio for creating images for the web site and beyond.
California has been a part of Stories’ narrative since our launch in 2013, so in many ways this opening feels very much like coming home,” said Samuel Fernstrom, managing director of & Other Stories. “We can’t wait to see how our West Coast story will grow and evolve every season.”
& Other Stories maintains a high degree of autonomy from parent H&M. Customers often don’t know there’s a relationship between the two companies.
The Beverly Drive flagship is housed in an Art Deco building with a landmarked facade painted green and gold to embrace the Art Deco history and design. In addition to ready-to-wear, the new & Other Stores offers handbags, shoes, beauty accessories and jewelry.
For the opening, & Other Stories invited local talent Lili Cuzor, the botanical director of Tigers to Lilies, to decorate the windows with wildflowers and fill the store with bouquets, which are available for purchase.
Kieft said & Other Stories realized that the rancorous election would be decided on Tuesday so customers might be in need of some natural beauty to soothe their senses. “Especially in California, where everyone’s pro-Hillary,” she said.
“We tried to get as much daylight as possible into the store,” Kieft said.
The retailer operates four stores in the U.S., including three in Manhattan, at 575 Broadway, 505 Fifth Avenue and Westfield World Trade Center. There’s a unit at South Coast Plaza in Costa Mesa, Calif. Kieft said the company next year plans to open stores in Washington and Glendale, Calif.
Units can be found in Belgium, Denmark, France, Germany, Netherlands, Spain, Sweden, Italy, U.K., and an online store, stories.com, set up in 12 European countries and the U.S.