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Following the opening of The Row's debut boutique on Melrose Place back in 2014, NY-based Mary-Kate and Ashley Olsen are saluting their West Coast roots once again with Elizabeth and James. Today, the twin moguls revealed to WWD that their contemporary brand's first store will live at The Grove outdoor shopping center—and it's set to open this July.
"There's so much foot traffic there," Ashley tells the fashion trade pub. "We were born and raised in Los Angeles, so for us it's where our customer is. The customer's already there, she doesn't need to drive."
Elizabeth and James LA will cover 3,000 square feet, and will feature the brand's clothing, accessories, jewelry, sunglasses, and even fragrance. (Their Nirvana eau de parfum has been doing very well). There will also be "some vintage clothing" in the mix, which we're hoping will be directly curated by the Olsens, considering their legit gift for unearthing serious retro treasures.