Vince Malibu Country Mart

MALIBU, Calif. — Vince has begun trialing a dedicated home store concept at the Malibu Country Mart as the company continues to build on a test aimed at creating a true lifestyle assortment at retail.

The contemporary brand less than two years ago began mixing into its stores home products that include blankets, pillows, home decor, fragrance and apothecary in a bid to “add some more texture” to the business and create a new revenue stream, explained chief executive officer Brendan Hoffman.

Today all 45 of the company’s stores have varying mixes of the company’s and outside brands’ home products.

Vince already operated a store in Malibu that Hoffman called a “little gem” doing “unbelievable volume.” When the opportunity arose to take on a larger space next door to the existing store, the company decided to further expand its test into home. Malibu is the first time the company has created a dedicated space for home.

The home concept will occupy the company’s existing door, while the apparel, footwear and accessories will move to the larger space.

The home store will carry the company’s cashmere blankets and throw pillows, mixed in with handbags and travel accessories. There will also be loungewear and fragrances inspired by the state of California, which the company launched last month.

“I think it’s a real learning opportunity for us. We believe home is an adjacent category that our customer is giving us permission to play in and it really lends well to the Vince aesthetic,” Hoffman said.

The ceo added he could see the assortment eventually expanding into bedding and bath.

Elsewhere in the Vince retail fleet, the company in the summer will expand its Prince Street store in New York and is opening a new Manhattan store on 5th Avenue.

“We’re really continuing what we started a year-and-a-half ago, which is to look for good opportunities to expand our brick-and-mortar presence and support our e-commerce growth,” Hoffman said.

Vince’s home concept is one part of a flurry of activity taking place at the Malibu Country Mart, which includes the expansion of men’s and women’s clothing brand Faherty’s store by 60 percent. The shopping center also recently saw the opening of multibrand retailer Bravo Malibu and in the spring will add the first West Coast door for singer and songwriter Holly Williams’ store White’s Mercantile.