On the first of August, American denim label Lucky Brand has opened its new concept store located in El Segundo, California. For this reason, Lucky Brand collaborated with interior designer Erin Martin to create a chic and rock’n’roll inspired shopping atmosphere with metal walls, white wood ceilings, art installations, vintage furniture and even a whiskey bar. Serving as a template, Lucky Brand plans to debut the new concept in Las Vegas and also in Canada, Mexico, China, Russia, India and Europe.

The brand’s current strategy is to extend its success in denim. In addition, Lucky Brand recently introduced athleisure styles and accessories. Since its opening, the concept store has more than tripled the sales volume of its average store.

Lucky Brand concept store, El Segundo (photo: Lucky Brand)
Lucky Brand concept store, El Segundo (photo: Lucky Brand)