New York’s famed Devachan Salon, known for taming curly tresses and as the birthplace of hair care line Devacurl, is transforming its Culver City training facility into a flagship salon.

The plan, announced this month, will bring the first West Coast flagship for the salon, which opened in 1994.

Colin Walks, chief executive of Devacurl, said the revamped space will allow it to support even more clients.

“We are very excited about expanding to the West Coast,” Walks said. “We are now able to offer even more curly girls the chance to experience how our products and services can not only improve the health of their hair but also provide support, unique services and a curl community.”

The space will still serve as a Devacurl Academy, which offers workshops and classes for salon professionals.

Until recently, clients would have to research salons that had trained stylists who could perform Devachan’s signature dry Deva-Cut. But now, customers can go directly to the source when the salon opens its 6,000-square-foot outpost.

“Our mission statement begins with ‘Ask a curly girl about her hair and she’ll tell you about her life,’” Walks said in a statement. “Devachan is the perfect place to engage in that conversation with a talented team of curl stylists who listen, educate and celebrate natural texture.”

Devachan Salon and Devacurl products were co-founded by stylists Denis DaSilva and Lorraine Massey. DaSilva will visit the Culver City outpost every month to offer consultations, cuts and hair colorings.

Devacurl launched in 2002 and offers a full range of hair products for wavy, curly and super-curly hair. It is sold at Devachan Salons, other fine salons as well as specialty retailers such as Sephora and Ulta.

Leg Up

The athleisure trend continues its upward trajectory and retailers such as YogaSmoga Inc. are reaping the benefits in Los Angeles.

The New York yoga-inspired athletic brand opened a shop at Malibu Country Mart this month, bringing its total number of stores in the area to three since opening its first West Coast outpost in Brentwood last year. It plans three more shops across California.

Tapasya Bali, co-founder and chief operating officer of YogaSmoga, said it’s all part of a plan to meet consumer demand.

“We want to bring our higher-quality, made-in-the-U.S. premium yoga apparel to meet the incredible demand of our customers,” Bali said in a statement. “Opening at Malibu Country Mart allows us to get closer to our on-the-go consumer and learn more about them.”

The new shop offers men’s and women’s apparel. As a bonus, shoppers that live within a 10-mile radius of the Malibu location can receive free same-day shipping during the holiday season.

YogaSmoga also introduced a concept last month called Smogi style and fitting sessions – personal styling and fitting sessions with a shop associate by appointment. The service treats customers to light bites, champagne and coffee while they receive help on finding the appropriate gear and style based on their preferred workouts.

The company was co-founded two years ago by Bali and her brother Rishi. It plans to have 12 stores across the country by the end of this year.

Revolving Doors

Target Corp. announced it will be opening locations in Koreatown and at USC. The 25,000-square-foot USC store will open July 2017. The 22,000-square-foot Koreatown outpost will open in late 2017 or early 2018, and be located in the new Next on Sixth shopping development. … Dick’s Sporting Goods opened a store at the Glendale Galleria last month, its 41st in California. … British activewear brand Sweaty Betty will be opening its first L.A. location this month in Venice. … Australian label BNKR will be opening its first 6,500-square-foot U.S. location in downtown Los Angeles early next year. … L.A. jeweler Jennifer Meyer will be launching her first ready-to-wear collection with luxury department store Barneys New York this month. Prices will range from $150 for a T-shirt to $1,025 for a wool coat. … Helmut Lang opened its store in the West Hollywood Design District last month. The retailer relocated further west from its previous outpost on Melrose Avenue into a 7,000-square-foot space. … Footwear label the Office of Angela Scott will open its first flagship store on Melrose Avenue this week.

Staff reporter Subrina Hudson can be reached at shudson@labusinessjournal.com or (323) 549-5225, ext. 251.

For reprint and licensing requests for this article, CLICK HERE.