Byline: Michael Marlow

LOS ANGELES — Adrienne Vittadini is closing her 1,600-square-foot store on Rodeo Drive.
The Beverly Hills unit, which opened about seven years ago, will shut down within two weeks as part of a retail restructuring, a Vittadini spokeswoman said Friday. The store was doing less than $2 million in annual sales, market sources said.
“Unlike the Eighties, where stores were selling points, they’re now going to be image points,” the spokeswoman said. “The major retailers will do the major part of the business.”
Vittadini is the second high-profile designer to exit Rodeo in two months. Yves Saint Laurent closed the doors to its store in January, claiming the 5,600-square-foot space was too large.
The Vittadini store was unexciting by Rodeo standards, open from front to back, with a floor-to-ceiling mirror on the back wall that gave the store an Eighties feel. Moderate resources that have been successful on the street, such as Guess, have built elaborate stores that resemble Hollywood sets.
While the emphasis in the Rodeo store was apparel, the revamped Vittadini stores will incorporate all the designer’s products, including eyewear, shoes, swimwear and ready-to-wear, the spokeswoman said. Locations under consideration are Madison Avenue, Bond Street in London and Paris.
“I don’t think Los Angeles was a locale for the first wave of new stores,” the spokeswoman added.
Herb Fink, a Rodeo Drive veteran and owner of Theodore, said Vittadini’s closing was further evidence that single-designer boutiques have trouble making a profit on Rodeo.
Fink said, “There’re only a few [designers] that are that strong — the Versaces, Chanels and Armanis. The rest can’t survive.”

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