Anya Hindmarch opens new boutique on Melrose Place

Anya Hindmarch will officially reopen for business in Los Angeles this week with a new Martino Gamper-designed boutique at 8461 Melrose Place. The British accessories and ready-to-wear maven was among the first wave of fashion tenants on Robertson Boulevard in the early Aughts, and remained there for nearly a decade before decamping to the buzzier Melrose Place.

“We have a dedicated customer in L.A., and obviously have a real affection for the city, which is such an important market for us,” said Hindmarch. “It was time to open a bigger store to show more of our men’s, women’s ready-to-wear and bespoke collections.”

The 2,000-square-foot shop sits in the middle of the street in a converted double-lot building covered in ivy. Among the new tenants in the building next door are Cotton Citizen, The Apartment by The Line and Colette Jewelry.

“It felt very traditional with all the greenery and nature, and our fellow brands have a lovely vibe. I also love that Alfred Tea Room is right next door,” she said.

Inside, the gallerylike space is divided into different areas for men’s, women’s and bespoke collections, delineated with colorful velvet chairs and geometric tables made from spliced-together planks of reclaimed wood.

It’s a busy week for the company, which is opening in Bergdorf Goodman and Galeries Lafayette, as well as retail stores in Hong Kong and Singapore, later this week. Next is a focus on China after success with a Lane Crawford pop-up shop last season, and the Middle East, with a Dubai store coming down the pipeline soon.

While minority investor Mayhoola has allowed the company broader retail expansion, it’s also enabled Hindmarch to focus on the product. “I had been chief executive officer and creative director, but now as chairman my role is 100 percent creative. I like playing with categories; they’re like ‘accessories’ for me. Shoes are growing quite a lot, as are outerwear, small leather goods and stationery.”

While she said it’s been “interesting” to shift roles, she noted, “I can see the response through the collections and the visibility of the brand and the growth. When you put your full energy into things, things happen.”