Diane von Furstenberg opening three new concept shops

Fashion retailer Diane von Furstenberg will open three new stores in California, each with different retail concepts. The new stores will give the brand five total in the greater Los Angeles area.

"There is more potential for growth," Joel Horowitz, co-chairman of Diane von Furstenberg, told Women's Wear Daily. "For now, we will monitor the demand from these shops and expand when the demand calls for it."

Shops already exist on Melrose Avenue and in the South Coast Plaza in Costa Mesa. The additional stores would be at the Americana at Brand in Glendale, Santa Monica Place in Santa Monica, and The Grove in Los Angeles.

The Santa Monica store will have a more casual assortment than the Melrose Avenue location, which will focus on evening wear, reported Women's Wear Daily. And the 1,382-sq.-ft. Glendale store will focus on the brand's signature wrap dress. The wrap dress, celebrating its 40th anniversary, launched von Furstenberg's career—there is even a coffee table book to celebrate it.

"We started the year with the wrap exhibition in Los Angeles, so we have a lot of demand there," von Furstenberg told Women's Wear Daily. "Because of the exhibition, all of a sudden the younger generation seems to have discovered the wrap dress, so we decided to open our first wrap shop in Glendale."

Moving forward, old and new stores will feature a wrap department, as will many of the branded stores within department stores.

The Santa Monica store, opening Nov. 7, with a curved storefront spanning 70 linear feet, will feature graphic patterns contrasting with white interiors. The Grove, opening Dec. 6, will take on a more traditional look, with accessories and a wrap-dress shop-in-shop.

Just last month the company announced it would focus more on retail expansion. The brand will comfortably open 100 stores in a five-to-six year period. The $500 million company wants to continue operation of the existing 100 U.S. stores, open more international stores and roll out a new prototype highlighting accessories.

For more:
-See this Women's Wear Daily article (subscription)

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