Esprit has opened its first retail store in Los Angeles, California.

With a modern, bright and open atmosphere, the 450-sq.-meter store carries both the Esprit Women Casual and Esprit Men Casual lines.

“Because the Esprit brand is already so well-established on the East Coast, we are now beginning expansion on the West Coast where the brand has its roots,” said Heinz Krogner, Chairman and Group CEO Esprit.

“Santa Monica’s Third Street Promenade is one of the premier shopping locations in the USA and an ideal location for Esprit. We are particularly pleased to have opened our first retail store here in California.”

In fitting fashion, Esprit celebrated the new store on the legendary Third Street Promenade in Santa Monica with a grandiose opening event with some 300 invited guests, including Amber Borycki, Julia Voth, Christian Oliver and Johnny Wimbrey.

A-listers Nicole Richie and Joel Madden, lead vocalist for the punk band Good Charlotte, were also part of the party. Because 10% of all proceeds were donated to the Richie-Madden Children’s Foundation, particularly generous purchases were made. The Richie-Madden Children’s Foundation supports disadvantaged mothers and their babies in the USA with a focus on Los Angeles. Susie and Doug Tompkins, the couple that founded the Esprit brand in California in the late 1960s, have always believed that humanitarianism and profit need not be mutually exclusive.

—Melanie Gropler