White House Black Market Brings Resort Shop to Southern California

A look from White House Black Market

White House Black Market’s newest location, which just opened over the weekend at L.A.’s Santa Monica Place, is not like any of the chain’s 450 stores. No, the store is still decked out in black and white to stay on brand, but the Santa Monica location is the first to reflect the local environs with a curated selection to cater to the resort culture of Southern California.

“One of the things we’ve been working on is how to localize our store design by region,” Alexandra Onofrio, senior vice president of marketing and visual for White House Black Market, told WWD.

The 2,400 square foot store will carry the same workwear and casual clothing that the brand is known for, but the new space features a beach and surf theme unique to this spot. Fitting rooms are outfitted to look like cabanas, black and white photos of the beach and surfers are sprinkled throughout the store and the fixtures are easy and casual, incorporating sea glass, ceramic and brushed wood.

“We are taking the current assortment, editing it, and making sure it resonates with the consumer here,” Onofrio added.

Last year, White House Black Market opened what it called the “Store of the Future” in Orlando, Florida.

The Santa Monica location integrates a few elements from that store, including digital window screens, in-store monitors that can showcase the brand’s latest campaigns or special features and promotions. In addition, there is a tech table crafted from a surfboard that allows shoppers to browse iPads and explore White House Black Market’s e-commerce and social media outlets.

White House Black Market is located at 395 Santa Monica Place, in Santa Monica. For more information, visit www.whitehouseblackmarket.com.