Luxury reseller Fashionphile inked a deal to significantly expand its space at the Row DTLA this week.
The new space is located across from where the company occupied about 7,000 square feet for its offices.
Fashionphile’s expansion makes room for a new flagship concept that will take it to 32,330 square feet at the Row, which was developed on the site of the former American Apparel factory in downtown.
The new space will be comprised of offices, warehousing and retail. This includes a photo studio, climate-controlled storage for rare pieces and authentication services.
Downtown Los Angeles is one of 14 stores Fashionphile operates, which also counts outposts within a handful of Neiman Marcus stores.
Neiman Marcus invested in the company in 2019 in exchange for a minority stake.
A report from Glossy indicated the Carlsbad-based company has been growing its offline business at a clip of 50 percent to 100 percent year over year, with some locations generating as high as $20 million annually. The outlet reported the company, launched by Sarah Davis in 1999, has annual sales in excess of $500 million.
Staud x Varsity Los Angeles
Men’s and women’s vintage clothing store Varsity Los Angeles will link with Staud for a Melrose Place pop-up shop.
Doors open Saturday at 8409 Melrose Place in West Hollywood. The store will be stocked with denim and accessories from Staud, along with vintage T-shirts, sweatshirts and accessories from Varsity Los Angeles.
Varsity, which has a store at 4357 Melrose Ave., has made a name for itself in the vintage world with a carefully crafted assortment of denim, T-shirts and hoodies among other items. It also makes apparel under its own label. That includes denim shorts made from Japanese indigo denim or deadstock fabric that’s then manufactured in either Los Angeles or elsewhere in the U.S.
Naturium Trials LA-Area Pop Ups
Naturium is trying physical retail on for size with pop-up shops this weekend in what marks its first test at physical retail.
The three-day trial brings the brand to different locations, starting Friday with The Brig on Abbot Kinney Boulevard. Saturday will see Naturium at Sportsman’s Lodge in Studio City and then the Melrose Farmer’s Market in West Hollywood on Sunday.
Consumers will be able to try products, receive a skincare analysis and view live demonstrations. There will also be a collaboration with Alfred Coffee.
Naturium, which was launched by Susan Yara in 2019, debuted as a digital-first brand before expanding into wholesale with retailers such as Target. Last year, it rolled out in Ulta stores.
In 2021, Naturium pulled in a $15 million minority investment from Prelude Growth Partners. E.l.f. Beauty then bought the business in 2023 for $355 million.
The retail experiment comes on the heels of Naturium’s first brand campaign, called “Every one, Every Where, Every Day.”
Campaign creative was rolled out across TV, YouTube, Instagram, Facebook, Reddit and Pinterest in August.
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