Halston, like many other luxury lines, has adopted with the times and plans to open 13 locations in the next twelve months– focusing on a conservative design and lower priced merchandise. The eponymous label of Roy Halston Frowick, once worn by classic movie stars (Liz Taylor, Lauren Bacall, Liza Minnelli… on-and-on) is sold in luxury department stores and Net-a-Porter, but has never had its own locations.
The brand plans to open the first three Halston Heritage stores (its lower priced line) on Madison Avenue at 83rd Street, and the others at Beverly Center in L.A. and the Somerset Collection in Troy, Michigan.
Known for contemporary and relaxed womenswear, the higher ups are clear about their main goal for the boutiques. These locations are “built to make money the first day,” CEO and chairman Ben Malka told WWD. “I would say that I’ve been extremely conservative, shaving off high percent points of what the mall tells us is their averages in order to plan for the worst and aim for the best. We are going to build the client base. We will see the adjustments that I need to make.”
Will you be heading to one of these stores?