Big-wave surfer Laird Hamilton made a splash when he launched his own clothing line in October at Santa Monica retailer Ron Robinson, with celebrities such as Oprah Winfrey, Orlando Bloom and record producer Rick Rubin showing up to catch a peek.

Now, Laird Apparel is getting into the subscription business with a quarterly club membership, which launched two weeks ago.

Hamilton said the program will help the brand stay focused on delivering products consistent with its customers’ lifestyles.

“Having this membership program will provide us with invaluable feedback and will allow us to design and deliver product to our unique core consumer,” Hamilton said in a statement.

The program is only being offered to the first 100 applicants. Membership costs $175 every three months and includes a 20 percent discount on Internet purchases.

Members will receive a curated outfit that includes a top, bottom and hat from the line’s Off Shore, Fitness or Lifestyle collections as well as a limited-edition hand-screened T-shirt. In addition, each package will include a short questionnaire on topics such as quality, fit and overall design.

Hamilton, 52, known for riding a seven-story wave at the age of 36, grew up in Hawaii and has been surfing for more than 35 years. At the time of the brand’s launch, Hamilton told the Business Journal the timing felt right.

“Being sponsored for so many years by other (brands), I feel like in my evolution as an athlete and with the equity that’s in my brand, this is the time to start to try and build my own stuff,” he said in October.

Hamilton brought in Tim Garrett, who serves as president, and William Cawley, the label’s chief executive and chief creative officer.

Laird Apparel is available on the company’s website and at Ron Robinson’s stores in Santa Monica and the Melrose Avenue retail strip. Items can also be found at Tarsan Stand Up Paddle in Redondo Beach. Prices range from $35 for hats to $120 for jackets.

Swiss Brand

Luxury retailer Bally opened its first official U.S. flagship store in Beverly Hills last month.

The move is part of the Swiss brand’s 15-store global rollout planned for this year, which includes flagship outposts in Tokyo and Beijing. It will open additional U.S. locations later this year in Miami and Hawaii.

Frédéric de Narp, Bally’s chief executive, said opening stores in the United States has been a priority since he took on his current role in November 2013.

“We identified the growing power of Los Angeles and decided this was the place to open our first U.S. flagship,” Narp said in a statement. “The Beverly Hills store represents the new, fully realized retail vision for Bally and it is our most impactful store in the world to date.”

The two-story location, designed by London firm David Chipperfield Architects, also features a private rooftop area – a feature now commonly found in Beverly Hills luxury boutiques such as Louis Vuitton and Burberry.

The first floor features women’s accessories and ready-to-wear collections. The second level houses its men’s collections as well as a Gentleman’s Corner – an area dedicated to made-to-order and shoe-care services.

A VIP room has also been added, which features a private fitting room and service area with views of Rodeo Drive.

Revolving Doors

Activewear brand Under Armour opened a 10,000-square-foot space at Caruso Affiliated’s shopping center Americana at Brand in Glendale. The space is the label’s first location in California and features men’s, women’s and youth apparel, footwear and accessories such as wearable devices. … Simon Mall’s Shops at Montebello has gained five retailers, including junior and petite fashion brand Papaya and nail salon Priscilla Ono. … Downtown L.A. online retailer SimplyBridal opened its first showroom two weeks ago in Torrance. The company features gowns ranging from $200 to $1,800 and also sells bridal accessories such as veils and jewelry. … San Francisco luxury consignment shop RealReal is bringing its valuation office to Century City this month. The service allows consumers to get valuations on their fine jewelry and watches free of charge and a document stating the items’ resale value on the shop’s website. … Designer Rachel Roy last month launched her Curvy Collection, which includes 45 pieces in the debut spring 2016 line. Prices range from $55 to $179. It will be available at select Macy’s stores and on Macys.com and RachelRoy.com this month. … Online menswear shop Buck Mason of Venice opened its second store last week in Silver Lake. The 700-square-foot shop will feature many of the products found in its Venice location, such as T-shirts and denim.

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

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