Royal Elastics, which is owned by K-Swiss, opened its first U.S. retail store in Santa Monica. Royal Elastics was founded in 1996 in Australia, and now has 10 retail stores in Asia. The success of the Asian stores inspired Royal Elastics to open in the U.S.
“This is an unedited way to market our brand directly to the consumer,” notes David Nichols, president of Royal Elastics. “There's a lot of momentum with this brand in other markets, so we take a global view. Our international component is vibrant. This enables us to further speak with a unique voice.”
Royal on Main takes a rare approach to merchandising: It also sells
items related to the themes that inspire Royal Elastics designs. Royal
Elastics makes a licensed line with Andy Warhol's graphics, and the store stocks Andy Warhol by Levi's jeans, Andy Warhol watches by Seiko and even a Warhol fragrance by New York house Bond No. 9. Royal on Main also sells Royal Elastics' licensed footwear lines by Gwen Stefani's Harajuku Lovers and L.A.M.B. Soon, the store will carry artists' limited-edition skateboard decks and wheels.
The 1200-square-foot shop is housed in the Edegmar complex, a
contemporary architectural landmark designed by Frank Gehry. Ludo designed the store interior, including Lucite “thrones” (stereo speakers included) for the King and Queen, its new styles.
For 2008, Royal Elastics introduces the King and Queen, its new take on
the popular vulcanized sneaker. “It's time for something new people, and we have it,” says Ludo, creative director of Royal Elastics.s.
The King, for men, and Queen, for women, are available in high- and low-top versions. They join Royal Elastics favorites like the women's Flonica flat and the men's Icon sneaker.
The store also features a gallery space, which will exhibit everything
from photography to furniture design. “Main Street is still very artistic,
open and free spirited,” Ludo notes. “It's a street where you can walk and discover all the stores.”
