Melrose Avenue, make way for the Minkoffs.

Rebecca Minkoff is set to open its largest store in the world there Aug. 27, bringing with it its well-known dressing room technology, a dedicated ath-leisure space, gallery and the first Uri Minkoff storefront. The store totals 4,600 square feet.

“We wanted a location in L.A. that had great proximity to other great brands that we admire and also one that was close to stylists as well as to where a lot of the local people in L.A. in the industry live and work,” said ceo and cofounder Uri Minkoff. “There’s a lot that seems to be happening in the area.”

Being in a functioning neighborhood was important, added Rebecca Minkoff.

“With it being our first flagship in Los Angeles, it’s really key we’re in a place where it’s not just a destination for shopping, but you have places to eat as well,” she said.

The store, much like the existing New York and San Francisco locations, features the same technology that helps customers shop, choose sizes that will be waiting for them in the dressing room and also style whole looks. Dressing room mirrors become touch screens and information on looks and sizing can be saved for later use. The technology’s been a boost to sales.

“I think the biggest thing that we’ve noticed is that we’re seeing significantly more ready-to-wear [sold] than we thought,” Uri said. “We’re seeing about 2.5 to 3 times more than we thought we would based on these recommendations [through the technology] and people understanding how they would complete their outfits.”

Minkoff Projects, a 750-square-foot space within the store, is another feature of the flagship that will be an ever-changing stage to showcase art, music or technology.

“As we look towards not only Los Angeles but as we look at just what’s happening culturally, as we see this connection between fashion and music, fashion and the arts, and fashion and the athletic or fitness craze…I think that’s an area to explore different partnerships or different offerings to extend the brand into other areas. So it’s basically a laboratory,” Uri said.

Ath-leisure and men’s wear are unique features set off within the overall space.

The company’s recently launched ath-leisure line will have its own space within the Rebecca Minkoff flagship, set off in a much larger way than in the existing stores.

There will also be the first Uri Minkoff flagship, totaling about 300 square feet, with its own entrance off Melrose Avenue along with a connecting door to the Rebecca Minkoff space.

It’s a big move for the line previously known as Ben Minkoff, which consisted only of bags, as it relaunches for fall with an expanded lineup that includes the debut of shoes along with leather goods, bags and accessories under the Uri Minkoff brand.

“We basically wanted to show people, here’s the concept of the brand. Here’s what it looks like. Here’s what it feels like,” Uri said. “I think it’s important to have synchronicity between this and our Web site.”

An Uri Minkoff Web site is timed to go live Aug. 24.

The Los Angeles flagship design will be mirrored in a Chicago store set to open as early as late November. The company also expects to open two more stores in the U.S. next year.


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