L.A. furniture designer Alexandra von Furstenberg unveiled a new look last week with the opening of her flagship store in West Hollywood.

Von Furstenberg relocated her Melrose Avenue shop to a larger space on Robertson Boulevard in the city’s Design District.

She said the new store marks an important turning point for her namesake line.

“Since launching eight years ago, we are now more substantial and established,” she said. “So, we required a space that referenced our roots while looking ahead to the next phase of the brand’s evolution.”

The 1,500-square-foot boutique, designed by L.A. architecture firm Dax Design, features custom light installations and the label’s signature acrylic pieces as a focal point.

Von Furstenberg also introduced five pieces to her furniture collection during the store’s opening – two desks, a dining table, a console and a side table – along with limited-edition accessories.

She called the larger space and new design a great site for the brand.

“The location is ideal as we are positioned among some of the most luxurious home and design retail destinations in Los Angeles,” she said.

Von Furstenberg, former daughter-in-law of fashion designer Diane von Furstenberg, launched her L.A.-made luxury furniture label in 2008. It has since grown to include home furnishings and accessories, including table-top items such as bowls, frames and trays. The collection is sold at more than 50 retailers worldwide including Conran Shop, Selfridges and select Barney’s New York stores.

Color Theory

Beverly Hills subscription box service FabFitFun is delivering its own line of products this month.

The company launched a line of in-house cosmetics called #Imsmokinghot (ISH) that was created in collaboration with celebrity makeup artist Joey Maalouf, known for his appearance on Bravo’s former reality show “The Rachel Zoe Project.”

Maalouf said the goal was to create an accessible, fun line for women to experiment with.

“There are so many beauty products on the market,” he said. “So it’s hard for women to find the best ones in a cluttered space. We wanted to create a makeup line that is accessible and encourages consumers to experiment and have fun with makeup.”

The debut product is a contouring kit in two color palettes, featuring a highlighter, blush, bronzer and contour shade. Makeup brushes are also available for purchase.

ISH is manufactured in the United States and sold online at ISHBeauty.com. Prices start at $32 for the contour kit and go up to $79 for an ISH gift set.

The label also partnered with Emily Greener, founder of online community I Am That Girl, who will serve as creative consultant to ensure ISH’s marketing materials foster an inclusive and supportive environment for women.

Michael Broukhim, co-founder and co-chief executive of FabFitFun, said the decision to launch a makeup line was influenced by consumer data from its subscription boxes.

“We’re lucky to have passionate and engaged members,” Broukhim said. “They tell us what they love, what they hate, what they need. ISH is a perfect manifestation of us listening, seeing white space and launching something novel and special.”

FabFitFun was co-founded in 2010 by Broukhim, co-Chief Executive Daniel Broukhim and Editor-in-Chief Katie Rosen Kitchens.

FabFitFun’s original offering, a quarterly subscription service, costs $50 a box and offers members more than $200 in full-size products in categories such as beauty, fashion and fitness.

Revolving Doors

Clothing label COS, owned by Swedish fast-fashion retailer H&M plans to open a store at downtown L.A.’s Olympic Theatre next year. … French concept store for children Bonton opened its first U.S. store, called Bonbon, last month on Melrose Place. The 2,200-square-foot space features apparel for newborns to 12-years-olds as well as accessories, toys and décor. … Online retailer LCD opened its first brick-and-mortar shop in Venice this month. The 600-square-foot store carries clothing, accessories and home goods. … Men’s clothing store County Ltd. opened in Silver Lake this month and carries home goods and furniture by Counter-Space. … German eyewear label Mykita will be opening a location at the Eastern Columbia building in downtown Los Angeles. The 1,500-square-foot space is scheduled open at the end of the year. … Echo Park retailer Otherwild will be relocating to Los Feliz next month, taking over the space of former vintage boutique Una Mae.

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

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