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Almost Open: Sister Stores Madison and Diavolina Prepare their West 3rd Street Boutiques

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A rendering of the new Madison store
A rendering of the new Madison store

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Last time we checked in on twin stores Madison and Diavolina, which are moving from their Robertson location to West 3rd Street, the new spot was "abuzz with construction workers." The buzzing should be almost done by now: The boutiques are opening Monday, the press release is out, and WWD has dedicated an article to the business.

From the release we learn that the space will occupy 7000 square feet total and feature the same stock of designers like Alexander Wang, Chloe and Balmain, all sandwiched between pink ceilings and a leopard print carpet. From WWD we discover that the shops were driven out by rising rents, a problem that's becoming endemic on Robertson: "Other stores, including American Apparel, also have moved from the two-block stretch because of rents and an increasingly corporate character on the street, where Chanel, Ralph Lauren and Dolce & Gabbana's D&G concept have opened flagships, joining boutiques such as Kitson and Lisa Kline." Ironically, had Madison not opened on Robertson 13 years ago, the rest of those stores might never have followed.
· Relocation Report: Many Grand Re-Openings Imminent [Racked]
· Madison, Diavolina Depart Robertson Boulevard [WWD, subscription req'd]

Madison on Melrose

8115 Melrose Avenue, Los Angeles, CA 90265 Visit Website