Journelle opens first West Coast boutique

By

Cassidy Mantor

Published
Oct 5, 2017

Lingerie brand Journelle is celebrating its tenth anniversary and has opened its first West Coast boutique at LA's Westfield Century City.

The LA store opened in anticipation of the grand reopening of the Westfield Century City mall earlier this week. The LA store assortment features lighter and brighter lingerie colors designed to serve the LA market. It also has an extensive assortment of bralettes and fashion forward pieces that fit in with LA style for daily wear, a core theme in Journelle's brand story.

Previously Journelle reached LA consumers through its e-commerce business only. The brand has a flagship store in New York City which recently outgrew its old space and moved across the street to a larger space in its Union Square neighborhood. Nevertheless, Journelle felt limited in its ability to reach consumers outside of NY.

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Journelle's CEO, Lyn Lewis, said that the brand has always wanted a retail presence in LA, adding, "This new California store is an opportunity to connect with these women in person" who previously were e-commerce customers. Lewis said the LA store offers the opportunity to connect more deeply with existing consumers as well as to introduce new ones to the brand in person.

The LA store is Journelle's fifth retail boutique. Journelle has three stores in NY as well as one in Chicago. Journelle was originally founded in 2007 and is now in its fifth year of producing its own private label lingerie, the Journelle Collection.

Journelle has also announced it will roll out a series of experiential partnerships and VIP events to promote its collection this fall. The first partnership is with wine distributor Boisset. The two brands will serve Haute Couture French Bubbles at all Journelle events and have partnered for a Napa, CA wine vacation giveaway which will kick off this month.