Paige bucks retail trend, opens new stores

By

Cassidy Mantor

Published
May 9, 2017

As retailers are shuttering their doors and filing for bankruptcy protection, Paige is bucking the trend and opening new stores.

The LA-based premium denim brand is in the process of rolling out several upscale retail locations. Last month saw the grand opening of a new Paige shop in Brentwood. This month, Paige has opened at the Malibu Country Mart.

Co-founder and creative director Paige Adams-Geller said, “We are a California lifestyle brand so naturally we are kicking off our retail expansion in Southern California. The new... boutiques are light, bright and effortlessly chic with a cool rock ‘n’ roll edge, hence the beachy wood floors combined with the modern matte black fixtures."

Opening the new boutiques will add over 10 new employees to the privately held company that was formed in 2004 during the height of the premium denim movement. Paige currently employs over 200 employees.

Adams-Geller explained fit as the reason the brand has continued to be successful in the face of a rocky retail landscape.

She said, “I think as a brand and as a company we have been resilient. We focus on fit for men and women. Fit never goes out of style. We pay attention to what the customer wants while being innovative enough to be forward thinking in trend and fabrication while never being complacent.”

While she did not disclose actual sales, Adams-Geller did state that Paige brand had seen double digit growth for Q1 of 2017 over last year.

Consumers can expect to see an expanded lifestyle assortment in the boutiques including sweaters, wovens, silks and other non-denim bottoms, as well as more menswear. Additionally, Paige is teaming back up with Rosie Huntington-Whiteley for an elevated Rosie HW x Paige fall/winter 17 collection born out of the theme of what a model would wear on duty.

Paige also has plans to roll out another boutique in Austin, TX later this summer.