Tamara Mellon to open store at upscale Los Angeles shopping destination
today Aug 24, 2018
Direct-to-consumer luxury women's footwear brand Tamara Mellon will open a new Los Angeles store in the upcoming Caruso-owned shopping center, Palisades Village, this fall.
The 400-square-foot store will include a display wall of the brand's Italian-made shoes in every style and size carried by Tamara Mellon, an "Instagrammable" strategy they hope will encourage customers to create user-generated press on social media. The store's designer, Michael Matlzan Architecture, was selected by the eponymous brand's co-founder Tamara Mellon.
“I specifically chose Michael Maltzan, who designed my L.A. house, to do the space because I want customers to feel like they are in my very own shoe closet,” co-founder and chief creative officer Mellon said. “It’s important to me that every woman who walks through our doors feels at home here. We hope to make this a true community-hub for the brand where we can converse with our customer and get her feedback in real time.”
The store comes as part of a new growth strategy after a $24 million Series B funding round led by brand investors New Enterprise Associates and Quadrille Capital. In total, the brand has now raised $37 million.
The new Tamara Mellon brick-and-mortar will join other female-led retailers in the Palisades Village community center, including A.L.C., Jennifer Meyer and Carbon38, aligning with Tamara Mellon's community-based brand strategy.
“The best retailers are committed to reaching their customer through as many channels as possible,” Tamara Mellon co-founder and CEO Jill Layfield says. “We said from the outset that we’re creating a community of women who support one another, so when this unique opportunity presented itself, it felt like the perfect next step for the business as we continue to expand.”
Palisades Village is set to open on September 12, 2018.
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