Flannel, the Australian-based women’s clothing company, has opened its latest Southern California boutique on Larchmont Blvd. and is hosting an official opening celebration on Saturday from 5:30 p.m. – 8:30 p.m. Neighbors are invited to stop in and visit the latest retail shop on Larchmont, the second to open in the Larchmont Mercantile, formerly the Lipson Building, which was completely renovated during the pandemic. Skin Laundry laser facial center was the first to open and happens to be located next door to Flannel.
Elise Williams, one of the store managers, gave us a tour of the shop and the clothing line. Williams, who has been with the company for five years and runs the Venice store, told the Buzz that the owners are thrilled to be on Larchmont.
“They are very focused on the brick and mortar customer experience, and have had their eye on the Larchmont area for quite some time, so they were thrilled to take this space,” said Williams, who explained the owners like to locate their stores in walkable neighborhoods with lots of pedestrian traffic. So far, she said, they have been very pleased with the Larchmont location.
“Our store has been in Venice for over 10 years, so we have large following on the Westside of the city, so it’s nice to have a location on this side of the city and bring the brand to more people,” said Williams. The company has shops in Santa Monica and Palisades Village.
Founded in 2006 by designer Kristy Lawrence, to “create chic loungewear collection of pieces that could easily transition from home to the streets, uncompromising in both comfort and style,” according to the company’s website. The brand is family-owned and strives for sustainability, designing clothing that women will keep in their wardrobes for many years.
The shop features styles that are designed to appeal to a wide range of ages, with an eye toward luxury lounge resort-style clothing in a classic silhouette that can be dressed up or toned down for whatever you are doing day to night, explained Williams.
