Stylist Aims for More in Store With Pop-Up Shop

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L.A. designer and stylist Rachel Zoe is taking on a new project this month.

She will be launching a first pop-up retail store at the Grove in L.A.’s Fairfax District from Feb. 24 to March 31. It will be the first for the fashion stylist to stars such as Anne Hathaway, Kate Hudson and Demi Moore.

The shop will carry her namesake line’s apparel, footwear and jewelry collection as well as pieces from her Core line with items exclusive to the pop-up shop and RachelZoe.com.

“I am so thrilled to bring the Rachel Zoe brand to life in a pop-up space,” said Zoe in a statement. “In addition to seeing my designs firsthand, I am so excited for guests to have an interactive, 360-degree experience that is truly Rachel Zoe from top to bottom.”

The shop will feature its spring ready-to-wear collection, which was inspired by fashion from the late 1970s and early 1980s. For instance, many pieces will feature exaggerated ruffles and fringe.

Prices will range from $75 for jewelry to $1,795 for a suede coat.

February marks a big month for the designer. In addition to the retail shop, Zoe is launching an e-commerce site as well as presenting her fall collection at New York Fashion Week.

Zoe is a familiar face on television screens thanks to a string of talk-show appearances and fronting five seasons of her Bravo reality series, “The Rachel Zoe Project.”

Expanding Beauty

Commerce beauty company Nyx Cosmetics is spreading out – again.

The beauty brand opened its first Northern California flagship store at Westfield Valley Fair in Santa Clara last month.

The new shop merges technology with a traditional retail experience by offering customers features such as the Nyx Beauty Bar, an interactive makeup station featuring custom video tutorials and products for customers to re-create makeup looks.

Scott Friedman, chief executive of Nyx, said he’s excited to offer a space for customers to “learn, play and most importantly express their creativity through makeup.”

The company has been aggressively expanding its retail presence with additional store openings in Canada, France, Italy and Spain. It now has four stores in California, including one in Arcadia that opened in October. Nyx has established nine stores worldwide in about four months.

The company is a favorite among Instagram and YouTube beauty bloggers and is known for using its digital influence to help drive sales. Sales are also helped by its low-cost products coming in a range of fun colors. Affordability is a key aspect of the brand’s appeal. For example, many of its lip, eye and facial products cost around $10.

South Korean-born Toni Ko founded Nyx in 1999 when she was 25. The company’s name is a reference to a Greek goddess.

Nyx was acquired by Paris cosmetics giant L’Oreal two years ago and joined the firm’s other U.S. brands such as Maybelline NY, Kiehl’s and Urban Decay.

Nyx is available in more than 70 countries at beauty and fashion stores, freestanding shops, beauty suppliers as well as online. The firm plans to continue its expansion nationally with additional stores in California and New Jersey. It also has plans to expand globally, including additional locations in Italy.

Revolving Doors

New York designer Rachel Comey will be opening her first West Coast store in West Hollywood on Melrose Place in April. Comey’s store will replace former tenant Joe’s Jeans. … Shopping center Platform in the Hayden Tract neighborhood of Culver City is expected to open this spring and will be home to a slew of retailers including luxury eyewear brand Linda Farrow’s first U.S. store, skin care brand Aesop and its exclusive day spa, athletic brand Kilter, men’s boutique Magasin, luxury leather goods brand Parabellum, French label Carven, footwear designer Matt Berson’s first L.A. store, L.A. retailer Curve’s first lifestyle store and L.A. label Velvet by Graham & Spencer (for more on the Platform see “Riding Rail” in this issue). … Den Meditation opened last week in District La Brea offering guided meditation and mindfulness classes and workshops. … Laurina and Dany Da Silva expect to open La French Boutique in downtown Los Angeles in April. The French boutique will carry labels such as Laurence Bras, Aurelie Bidermann, Dorette and ba&sh. … SoulCycle will be opening a location in downtown Los Angeles this spring and the 4,000-square-foot space will feature a retail shop. … Café and bike shop Wheelhouse opened last month at the Factory Place Arts Complex in downtown Los Angeles. The shop also offers bike repairs. … Retailers J.Crew, Madewell and Angl opened last month at the recently renovated Del Amo Fashion Center in Torrance.

Staff reporter Subrina Hudson can be reached at [email protected] or (323) 549-5225, ext. 251.

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