Newspaper article St Louis Post-Dispatch (MO)

Designer Anna Sui's New Hollywood Production

Newspaper article St Louis Post-Dispatch (MO)

Designer Anna Sui's New Hollywood Production

Article excerpt

ANNA SUI HAS gone Hollywood. The designing diva of hippie chic is hoping to match the runaway success of her New York SoHo store with her first boutique on the West Coast, which opened in early September in the middle of Hollywood's hot new retail mecca, La Brea Avenue.

For good measure, Sui has even brought along her big vintage velvet couch - a focal point in the SoHo store.

The shop, at 1,500 square feet, is similar in size and feel to the New York store - which opened last fall on SoHo's Greene Street - and is expected to generate more than $500,000 in volume during its first year.

In both stores, Sui's connection to rock 'n' roll and flea-market culture is apparent, with rock posters, postcards and accessories hidden away in different nooks of the store.

In fact, the only things missing from the new unit are the tapestry and needlepoint bags that Sui often buys at New York flea markets and sells in the store.

While putting the finishing touches on the La Brea space earlier this month, Sui said the shop is meant to be an adventure as well as a boutique.

"I tried to make it like the old Henri Bendel," she said. "I wanted a place you could walk through and discover things and secret areas."

The store carries Sui's designer line and decorative art as well as the Jill Stuart and Erickson Beamon accessories she uses in her fashion shows.

After looking two months ago at various sites, including the Third Street Promenade in Santa Monica, the designer chose the La Brea space because of its similarity to her SoHo unit. …

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