Swedish company Odd Molly opened its first US company-owned store in Los Angeles on March 19 with an opening event hosted by top model Helena Christensen. With the new store, the company, which has had a subsidiary and office in Los Angeles for a couple of years, is aiming to strengthen its position in the US market. Following the opening of a flagship store in Stockholm last February, the Los Angeles store is the second company-owned store worldwide.

The store, with a sales floor of 250 sq. meters, is located on Robertson Boulevard in West Hollywood and displays the full range of Odd Molly products for women. A men’s collection will bow for fall 2010. The store, which was designed by Studio Feuer, follows the same interior concept as the one in Stockholm and connects the superfeminine and luxurious brand aesthetic with a rebellious spirit and a certain funky twist. Patterned awnings line the façade and a lace fence embellishes the displays, while detailed garments float down from the ceiling between brass chains. Meanwhile, the heart of the boutique is a round room clad with authentic vintage doors.

The brand Odd Molly was founded in 2002 by Karin Jimfelt-Ghatan and Per Holknekt and is sold in over 1,500 retailers in 38 countries. A third store in Copenhagen is scheduled to open this month.

—Susannah Carey

Photo courtesy Kenneth Johansson