Planet Blue has opened its first Florida store a few blocks from the beach. The resortwear chain left its dream catchers and other Cali decor back home in Santa Monica, Calif., in exchange for a predominantly white space inspired by South Beach’s Art Deco District.
Raw wood accents and a pearl oyster shell cashwrap break up the minimalism. A higher percentage of locals is visiting the location on Collins Avenue, with tourist traffic expected to escalate in winter.
“Florida is one of our top five markets online. We have been perusing Miami, the number-one market in the state, for some time,” said David Lindell, vice president of retail. A second regional store at Mizner Park shopping center in Boca Raton, Fla., opened in late August.
The Miami Beach boutique carries 50 brands including in-house label Blue Life’s collections for ready-to-wear, swim and fitness, which account for 30 percent of overall business, according to Lindell. As Body by Blue Life bodysuits and PB Tees begin their slow rollout, owner and head designer Ling-Su Chinn is expanding yet again with Washed & Worn, garment-dyed knits in muted colors and a few fleece pieces priced under $200.
“We have seen a lot of people who are coming to the location specifically for the Blue Life brand,” Lindell said.
Miamians also favor For Love & Lemons, One Teaspoon, Show Me Your Mumu, Nightcap and Faithfull the Brand. While attending Miami Swim Week early this summer, Chinn anticipated lavender would be big for spring 2017, noting a plum print from Tori Praver. She liked Beach Riot’s mesh knit cover-ups and printed rompers, too, but swim will be her bread and butter in Miami.
“Half the people here are walking around naked,” she said.
Stores in Austin, Tex., and Maui, Hawaii, are slated by year’s end and for Palm Springs in 2017.