retail-features
retail-features

Ralph Ready for Robertson

Breaking its silence, Ralph Lauren has confirmed plans to open on Robertson Boulevard here in August.

retail-features/news
A rendering of Ralph Lauren on Robertson Boulevard

A rendering of Ralph Lauren on Robertson Boulevard.

Photo By WWD Staff

LOS ANGELES — Breaking its silence, Ralph Lauren has confirmed plans to open on Robertson Boulevard here in August.

After speculation that has persisted for a year — and telltale blue logo construction signage erected at the site — the company on Wednesday said it will launch a 10,900-square-foot store on the high-profile retail street.

"We like to save the surprises for close to unveiling," said Charles Fagan, executive vice president of global retail brand development. "But I think now it's impossible to hide."

The space at 135-143 North Robertson will comprise a full-line women's and men's store as well as attached Double RL and children's stores, which will have their own street entrances.

The Robertson opening is in line with the company's expansion strategy of city-by-city clustering to hit different customers within the same metropolitan area. In the Los Angeles region, Ralph Lauren operates a Rodeo Drive store, three in the Malibu Country Mart (women's, men's and Double RL) and one in South Coast Plaza in Costa Mesa.

The next California location will be on Fillmore Street in San Francisco, where the company has a Ralph Lauren store and a Rugby unit in Union Square.

"With our stable of brands we have the ability to convey a variety of things by mixing labels and speaking to a specific customer in a specific part of the city," Fagan said.

He pointed out the Rodeo Drive store, with its focus on custom-tailored clothing and the Black and Purple label lines, targets a different consumer than the Robertson location, which will be aimed at a younger customer who likes to mix brands and may not shop at the Rodeo store or even know that much about the brand.

"Our next step in Los Angeles has a different vibe," Fagan said. "Robertson seems more local as opposed to tourist, and it has the whole spirit of The Ivy [restaurant, a few doors south] and the pedestrian nature."

The building, the former Hideaway House antiques store, is being remodeled to reflect California's Spanish Mission architecture with cream stucco exterior and a red tile roof. The interior will feature poured concrete floors, muted plaster walls, reclaimed wood and antique tiles. The store will center around a bright airy courtyard, with a series of rooms opening via double doors.
Page: 
  • 1
  • 2
Next »
VIEW ARTICLE IN ONE PAGE
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false