Building on the momentum of its new SoHo New York store that opened this spring, Banana Republic has brought its new lifestyle concept to Westfield Century City in Los Angeles.
The 7,589-square-foot space blends fashion, art and global culture with new on-site services that encourage lingering.
The store has a coastal vibe that welcomes the outdoors in, with several rooms, lots of overstuffed seating for lounging, a bar and on-site tailoring and embroidery. It was designed with architect and interior designer Noa Santos of Nainoa, with artwork selected by creative adviser Jacqueline Schnabel.
Featuring the August clothing collection for men and women, which leans into denim and khaki with an ode to the retailer’s safari roots, alongside BR Classics cashmere, linen and suiting, the space also showcases the Gap Inc. brand’s growing lifestyle offerings from the home decor collection.
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Shoppers can snag Banana Republic’s Cote Bougie scented candles sourced from Morocco, Turkish towels, cashmere pillows, and other decorative items, including $50 cowbells.
Like the SoHo store that opened in May, the L.A. unit sets a different tone for the retailer, which is trying to make a comeback under new Gap Inc. chief executive officer Richard Dickson. He said the store renovations bring an “elevated aesthetic rooted in rich storytelling and exploration.”
For several years Banana Republic has been in the doldrums, and trying to recapture the status and popularity it had decades ago. However, according to Dickson, the brand is seeing improvement through a “reinforcement” of classic styles and emphasizing the “finest fabrics,” particularly leather and suede. Banana Republic’s first-quarter net sales of $440 million were up 2 percent compared to last year. Comparable sales rose 1 percent. The brand is still in search of a new CEO.
