Odd Molly opens in LA

Swedish fashion brand Odd Molly will be launching a store on Robertson Boulevard in Los Angeles to increase its presence in the US. The 250 square meter store with a holistic interior will open its doors in spring 2010 in the centre of Los Angeles. Known for its Bohemian feel, Odd Molly was set up seven years ago and took home various awards including the 'prêt-á-porter award' in Germany and 'designer of the year' in Sweden.

In the past, Odd Molly sold its collections only through external retailers, but in February 2009, the company opened its first proprietary store on Humlegårdsgatan in Stockholm. Following the positive responses, Odd Molly decided to open its second store – this time in Los Angeles, where the company has had a subsidiary and office for a couple of years.

“We found excellent premises in a perfect location and are now opening a store in Los Angeles to generate additional penetration for the brand. The decision is an important step in our efforts to increase our strength and we estimate that a proprietary store, combined with external retailers, is the best way for Odd Molly to enhance its position in the US,” says Christina Tillman, President.

With a proprietary store, Odd Molly will showcase its collections in an environment that it has carefully selected, which is set up to benefit current and new external retailers’ demand in the US. The store will also increase the prospects for a strong launch of the men’s collection, which is planned for autumn 2010. The organization will also be strengthened in the US with a new, locally recruited sales and marketing manager.

Odd Molly is a Swedish company that designs, markets and sells fashion for women, primarily through external retailers across the globe. Last spring, Odd Molly products were sold through approximately 1,550 external retailers and one proprietary store in 36 countries. Sales amounted to £ 24,15 million in 2008, generating operating profit of £ 6,13 million.

Image: Helena Christensen for Odd Molly