Intermix founders bring new concept The Westside to LA
Haro and Sari Sloane Keledjian are back on the mixed-brand boutique scene, this time with a concept marrying curated children's and women's clothing and accessories through two adjacent shops in LA: The Westside and Everafter.
The Westside originally debuted in New York and gained a celebrity following, with fans including Hilary Duff, Pink and Katie Holmes. Women's brands the boutique carries have a casual California focus. Birkenstocks and embroidered Instagram-worthy cashmere Lingua Franca sweaters are merchandised next to candles and other gifts.
Everafter is aimed at boys and girls ages 4 through 16. Aviator Nation and Spiritual Gangster are carried for mommy-and-me matching looks. Gifts and novelty product for kids include Polaroid cameras and pool floats.
Co-founder Sari Sloane Keledjian explained the reasoning behind developing the multi-brand concept in the children's space to The Hollywood Reporter, saying, "For kids, you’ve got Zara, Gap, department stores and high-end single-brand, but there’s not a lot of multi-brand. Ours is a really neighborhood approach targeted to moms shopping for their kids versus being an after-thought."
"For moms, we do a really good sweats, leggings and casual T-shirts business that proves you can be stylish even wearing yoga clothes[...] After all, the person who’s taking the credit card out is the mom, not the kid, so our approach is more service-y," she added.
The mixed-brand concept has previously proved successful to founders Haro and Sari Sloane Keledjian, a duo perhaps best known for selling their multi-brand boutique chain Intermix to Gap five years ago for $130 million.
The Westside/Everafter is located in Brentwood across from the Brentwood Country Mart at 256 26th St., Santa Monica, CA.
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