Diane Von Furstenberg To Open Three New California Boutiques

Fashion retailer Diane von Furstenberg announced that it will open three new stores in California.

"There is more potential for growth," Joel Horowitz, co-chairman of Diane von Furstenberg, told Women's Wear Daily. "For now, we will monitor the demand from these shops and expand when the demand calls for it."

The company announced last month that it would focus more on retail expansion. In addition to the existing shops on Melrose Avenue and in the South Coast Plaza in Costa Mesa, the new stores will give the brand a total of five stores in greater Los Angeles area. The additional stores are set to be at the Americana at Brand in Glendale, Santa Monica Place in Santa Monica, and The Grove in Los Angeles.

"We started the year with the wrap exhibition in Los Angeles, so we have a lot of demand there," von Furstenberg told Women's Wear Daily. "Because of the exhibition, all of a sudden the younger generation seems to have discovered the wrap dress, so we decided to open our first wrap shop in Glendale."

Each store is said to carry its own concept. The Santa Monica store which opens Nov 7, will have a curved storefront spanning 70 linear feet, it will feature graphic patterns contrasting with white interiors and will have a more casual assortment than the Melrose Avenue location. The Melrose Avenue Location will focus on evening wear, reported Women's Wear Daily. And the 1,382-sq.-ft. Glendale store will focus on the brand's signature wrap dress. The Grove, opening Dec. 6, will take on a more traditional look, with accessories and a wrap-dress shop-in-shop.

Moving forward, old and new stores will feature a wrap department, as will many of the branded stores within department stores. The brand plans to open 100 stores in a five-to-six year period as it continues its operation of the existing 100 U.S. stores, while also opening more international stores.