BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Photo: Courtesy of Roger Davies for THE GREAT.
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BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Photo: Courtesy of Roger Davies for THE GREAT.
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BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Photo: Courtesy of Roger Davies for THE GREAT.
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BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Photo: Courtesy of Roger Davies for THE GREAT.
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BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Merritt Elliott and Emily Current at their new Abbot Kinney boutique.
Photo: Courtesy of Roger Davies for THE GREAT.
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BFF-Founded The Great.'s Second L.A. Store Brings Americana-Cool Style to Abbot Kinney
Photo: Courtesy of Roger Davies for THE GREAT.
Women's lifestyle brand The Great., founded in 2015 by BFFs and designers Emily Current and Meritt Elliott, is set to open its second shop this week on Abbot Kinney Boulevard in Venice after the success experienced by its flagship Melrose storefront in WeHo. The brand plans to rapidly scale its brick-and-mortar presence by adding more than 15 new store locations to its portfolio by the end of 2023 – the first several of which will be in and around L.A.
Its Venice Beach outpost, a traditional craftsman-style bungalow, will open its doors today, Thursday, October 28, just in time for the holiday shopping season. The 1,200 square-foot historic space was built in 1910 and is steps away from other high-end eateries and shops. Oversized wooden shingles and a large door are honored remnants from the structure's original construction as no structural changes have been made. The Great.'s vintage-casual Americana aesthetic is spotlighted throughout the décor thanks to a collab with Brigette Romanek of Romanek Design Studio.
"We began our careers as stylists and will forever maintain a firm belief in the importance of a tangible shopping experience. Some of our greatest memories are times we've spent together browsing racks or digging through piles in the back of independent, neighborhood boutiques. Some of our most cherished finds come from combing obscure vintage shops or stumbling upon a rare knick-knack at a corner marketplace," Current and Elliott explain. (The duo were also behind the celeb-loved denim label, Current/Elliott; they're no longer involved with the company.)
According to The Great.'s CFO Ryan Meyer, there's been a halo effect of opening retail stores in markets where there is already a concentration of key customers. And with U.S. retail sales predicted to rise more than $4.3 trillion in 2021, The Great.'s brick-and-mortar strategy aims to service its customers where they are with real-time product offerings and real-time fulfillment for a flawless shopping experience.
The label is celebrated for its soulful approach to softness and comfort with a tightly edited take on classic Americana. Its pieces – from children's clothes, a robust knits range, a full vintage-inspired footwear collection, to exclusive vintage finds reinvented with hand-embroidery – are sold at over 200 stores and online destinations around the world. Champions of supportive female friendships and the spirit of creative bravery, co-the founders are known for their authentic, kind, and optimistic approach to both friendship and life and want The Great. to embody those elements as well.
Check out the address below and scroll through the gallery above to find out what's in-store at the new Abbot Kinney location.
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