Reservoir looks to move location to better connect with LA consumers

By

Cassidy Mantor

Published
May 30, 2017

Los Angeles-based multi brand boutique Reservoir is struggling to stay open on Robertson, having seen consumer shopping trends move away from the historic retail street in favor of new destinations.

The concept boutique opened in its current location on Robertson Blvd not even two years ago. It moved into a space previously occupied by BCBG.

Reservoir showcases 100 brands in a contemporary concept store that stands for a "chicly edited selection of iconic women's ready-to-wear, jewelry, shoes, accessories, home furnishings and art".

It was originally slated for the artistic Silver Lake neighborhood, intended for a community setting. Reservoir offers customers a place where they can attend a yoga class and also pick up Alexander Wang denim in one stop.

Robertson historically was a major upscale retail destination in LA, making it a good backup option. Since 2015 however, LA has seen a major shift in its retail landscape.

Reservoir co-owner Alissa Jacob explains, “Nobody who lives in L.A. shops [on Robertson] anymore and there aren’t enough food establishments to drive foot traffic... [Also] the tourists are beginning to realize the street is not what it used to be and are shopping different streets and districts.”

Those streets and destinations include Platform in Culver City, where Reservoir plans to relocate to this fall.

After Rodeo Drive, Robertson historically was the place for tourists to shop for authentic upscale LA style. As shopping trends have changed and consumers seek more community and experiential branding when they shop, many retailers have found Robertson does not meet their needs.

The street itself has shifted to more pop-up shops which drive short term traffic but ultimately leave the street with vacancies which are uninspiring for tourists and locals combined. Reservoir is flanked by vacant storefronts and real estate signs.

Efforts to revitalize Robertson continue with a Blue Bottle Coffee, a restaurant and a fitness-related tenant expected to move in when construction completes on Robertson Plaza later this year. Kitross owner Fraser Ross has even tried to lobby for free two hour parking to entice consumers back to the street.

For now, Reservoir is resorting to what Jacob calls "last-ditch efforts to encourage summer tourist shopping".

The initiatives include 3D printing, offering matcha shots and product giveaways until the end of summer when they look forward to moving to a more vibrant retail destination.