After 13 years in enterprise, Los Angeles-based Xirena lastly has its first retail retailer. It’s come a great distance since launching as a lingerie line: Immediately, Xirena is a full-fledged ready-to-wear and way of life model. Founder Dierdre Roffoni, who additionally based the style showroom/company Findings, launched it after being impressed by the colourful, easy-breezy fashion of ladies in Formentera, Spain. The title comes from “sirena,” the Spanish phrase for “mermaid.”
Xirena’s first retailer, within the reopened Palisades Village in Los Angeles’ Pacific Palisades neighborhood, was additionally impressed by Spain, Roffoni tells Fashionista. “Europe in the summertime and the Mediterranean,” she says. “The sculpted curved partitions, the imaginary skylight, the natural really feel of the flooring, after which all the wooden is carved by hand.” The area was designed in collaboration with architect David Montalba, founding principal of Los Angeles-based Montalba Architects.
Picture: Courtesy of Xirena
Opening the primary standalone retailer in L.A. made sense as a result of each Roffoni and inventive director Elise Parseghian reside within the space. “The California spirit is so essential to our model,” Parseghian says. “We all the time have this lady in thoughts.” The Pacific Palisades is one in all their hottest areas relating to on-line gross sales, with New York (the town and the Hamptons); Dallas, Texas and Charlotte, North Carolina not far behind. The duo sees progress within the south, they imagine, due to their use of coloration in light-weight materials.
Picture: Courtesy of Xirena
Additionally they selected Palisades Village as a result of, partially, of the group. In January 2025, probably the most harmful fires in L.A. historical past severely broken the purchasing heart and leveled the encircling space. “I’m from L.A. and this space and once I noticed this group come collectively on that Saturday when it [re]opened, I had by no means seen [anything] prefer it,” Roffoni says. It made her emotional, she provides, and optimistic about retail within the neighborhood.
“The manufacturers, the adjacencies right here which are on this little heart are so good,” Roffoni continues. “All of them complement one another. Everybody will get alongside so nicely that it’s not a aggressive group of individuals.” Surrounding shops embody Leset, Misa, A.L.C. and Anine Bing.
It was additionally the appropriate time for a retailer as a result of the model noticed e-commerce gross sales rising for its full ready-to-wear assortment. Though Xirena is offered at Shopbop, Mom Denim and Bloomingdale’s (amongst others), a standalone retailer affords a chance to showcase how a lot the model has grown. After lingerie, the model launched button-downs earlier than increasing right into a fuller wardrobe providing. “We do sweaters, we do outerwear,” Parseghian says. “Now we have so many new classes.”
Picture: Courtesy of Xirena
Extra retailer places might be coming however they wish to do it “slowly and ensure it’s the appropriate space,” Roffoni says. “I feel it’s essential to have fewer and higher since you lose a lot management [otherwise]. I feel finally we might have 4 shops.” Pop-ups are a risk, particularly in Europe. Xirena not too long ago launched in Paris’ iconic division retailer, Le Bon Marché, giving the model a foothold in one other key trend market.
See extra photos of the brand new Xirena retailer, beneath.
Picture: Courtesy of Xirena
Picture: Courtesy of Xirena
Picture: Courtesy of Xirena
Picture: Courtesy of Xirena
Picture: Courtesy of Xirena
