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CFDA Shop Lands on the West Coast at Fred Segal

A CFDA pop-up store will take centre-stage at Fred Segal's soon-to-open West Hollywood outpost, and will feature brands including Derek Lam, Mansur Gavriel and Tim Coppens.
Fred Segal's Sunset Boulevard store | Source: Courtesy
By
  • Osman Ahmed

LOS ANGELES, California — The Council of Fashion Designers of America (CFDA) has announced it first retail partnership on the West Coast, in Fred Segal's soon-to-open 40,000-square-foot store on Sunset Boulevard.

"The CFDA Loves LA" pop-up will see A Peace Treaty, Adam Lippes and Anndra Neen presented within a shop-in-shop through to October; and from November till the end of December, Derek Lam, Mansur Gavriel, Prabal Gurung and Tim Coppens will be featured.

"Designers need and want to be associated with other successful brands and Fred Segal has an incredible reputation," Steven Kolb, CEO of the CFDA tells BoF. "It's a rough retail environment for our industry right now, and designers are looking for new channels of distribution.  The CFDA Shop at Fred Segal offers a new way to reach customers."

The benefits for CFDA designers are huge: the partnership gives smaller designers who may lack major retailers an added level of credibility and "allows our members the opportunity to put forth product that they believe in and stands for their brand," says Kolb.

The CFDA has over 100 members in Los Angeles, and the partnership marks its second retail project in the US. The first was the Retail Lab programme, a three month rotation of designers at Cadillac House in New York.

The partnership coincides with the opening of the new Fred Segal store next month. The $300-million-plus Sunset La Cienega project will boast 22,000 square feet of retail, as well as a gym, salon, wine shop, florist and an indoor-outdoor restaurant. The mixed-use development, backed by Los Angeles-based real estate investors CIM Group, will occupy two blocks of Sunset Boulevard in the heart of West Hollywood.

“This is not from a particular buyer’s perspective – it’s simply about excellence and innovation in design,” John Frierson, president of Fred Segal, tells BoF. “The CFDA shop will have a rotating collection of six to eight designers that will change out regularly,” added CEO Allison Samek, who joined Fred Segal last year and spent the previous 11 years in operations at Ron Herman, which has occupied space within Fred Segal’s Melrose Avenue location for 40 years. “The CFDA shop is located front and centre in our store, and will be the beginning of the customer’s journey,” she adds.

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