fashion-scoops Opens Boutique in Beverly Hills

Discovery shopping Web site is doing the unthinkable: opening a brick-and-mortar location.

AHALIFE.COM OPENS BOUTIQUE: Discovery shopping Web site is doing the unthinkable: opening a brick-and-mortar location. The boutique, which opens today in the Regalo at The Bazaar by José Andrés at SLS Hotel at Beverly Hills, is the one-year-old site’s first off-line retail location. It will carry a selection of exclusive items, which include Helmut Newton watches, Akillis jewelry and exotic skin accessories from Khirma Eliazov — with new products being introduced every four weeks. “Our innovative model with SLS bridges the gap between online and off-line retail by allowing AHAlife to continuously offer the most thought-provoking, unique objects from around the world,” AHAlife founder and chief executive officer Shauna Mei told WWD. “We are leveraging technology to not just make purchasing more efficient but also to introduce a new form of luxury shopping — one where you feel there are no walls, that’s ever-changing.” She contends that the way this concept differs from other traditional retail outlets is the pace in which it operates. This shopping experience is one that brings the “fluidity” and rapid speed of e-commerce to the brick-and-mortar world, Mei said, adding that the store acts as a “virtual showroom,” where all products are purchased with QR codes. “The service provided to increasingly mobile shoppers is unparalleled.”

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