Veronica Beard opens first West Coast boutique

Elevated American sportswear brand Veronica Beard is opening its first West Coast boutique. The celebrity favorite has moved into the old Vince location on Melrose Place in LA.


The new location aims to convey a more West Coast vibe - Veronica Beard

The 1,800-square-foot store will offer the brand's full range of apparel and accessories that "strike the balance between classic and cool," as well as an assortment of jewelry, handbags and accessories. Brands incorporated into the assortment include Clare V., Dannijo and Le Specs.

The store features the label's signature pink and leopard-print decor seen in its other three retail locations. The LA store was designed by interior decorator Carolina de Neufville who was tasked with creating a more coastal aesthetic. Exposed wood beams and palm tree wallpaper are juxtaposed with vintage furnishings in the style of a beach bungalow.

Veronica Beard has also partnered with artist Donald Robertson for an exclusive ten-piece one-of-a-kind hand-painted denim jacket project. The artist also contributed a triptych of graphic artwork that was used in a candle set sold in the LA store.

Veronica Beard was heavily influenced by its West Coast opening for this season. Robertson's hand-painted jackets all center around LA-themed images from Hollywood to Venice Beach.

"We even decided to shoot our spring campaign in Los Angeles, since the collection feels so in touch with the style here,” says co-founder Veronica Swanson Beard.

The LA store joins existing stores in New York on Madison Avenue and in Soho, as well as one in Dallas. It is located at 8471 Melrose Place in Los Angeles, CA and is now open.

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