RETAILING

Meanwhile, Fashion Island’s cross-town rival--South Coast Plaza--has just added Alfred Dunhill of London for its first Orange County location.

The 900-square-foot store, located near Saks Fifth Avenue on the Costa Mesa megamall’s second level--officially opened in September. It is part of a London-based chain that originally made its name as a smoke shop.

Today, Alfred Dunhill still sells imported cigars and tobacco, but it has added seven other categories of merchandise.

The store plans to do a brisk business in menswear and accessories, including hand-sewn suits that can run $2,000 and up. Then there are silk and handmade ties (roughly $45 to $110), watches (including some in the $10,000-range), leather goods such as belts and wallets and fragrances.

Customers can shop “virtually from your shoes and socks to your lighter and cigar,” said James Frain, president and chief executive.

Frain, who has a retail background that includes other South Coast chains, said the Orange County location seemed ideal for Alfred Dunhill because of its customers. “It’s not only an affluent market, but a sophisticated one,” he said in a recent interview. “And demographically, Orange County’s household incomes have got to be in the top . . . in the country.”

For the Alfred Dunhill store here, Frain expects that will translate into sales of at least $700 per square foot.

Next, chances are good that the chain will add other Southern California locations, Frain added. “Dunhill has a prestigious name. But it’s not something where you can just snap your fingers,” he said. “It takes time to develop.”