stores of summer finale

In partnership with

mornin’ merry makers 👶 🧢 🎩 🪡 🕯️ 

i spent the summer in california, mostly los angeles.

i confirmed that la (like nyc) is still a retail crystal ball. ideas get tested here under the glare of sunshine, the weight of too many choices, and the chaos of traffic. some stick. some disappear before they even cross state lines.

yes everyones talk about how fashion feels faster than ever with social media. a sweater goes viral on tiktok at noon, it’s sold out everywhere by dinner.

but physical retail still moves in slower.

usually in coastal currents. new york pushes one tide. california pushes another. and most of the time, the rest of the country gets pulled along.

so it feels right to end 100 stores of summer in la.

not with megachains. not with mall anchors. but with one- and two-location players that made an impression on me. stores that buzz with community. spaces dripping with charisma. rooms holding just enough chaos to remind you retail is still alive, still experimental, still in motion.

showing how retail’s next is still early. still messy. & still being written.

[also if you missed last thursday’s letter, go back to catch part one of this finale.]

babylist, beverly hills, la

retail is moving from aisles of boxes to life-size test labs, and babylist’s showroom proves the registry is no longer just a checklist but a cultural event.

• opened august 2023, this 18,000 sq. ft. beverly hills flagship is called “disneyland for expecting parents” for a reason

• designed like a real home, with nurseries, kitchen, bath, and playroom

• an all-terrain stroller track lets parents test wheels on bumps and curves before they commit to their new wheels

• a life-size car interior allows practice for installing car seats or folding strollers into a trunk

• only 200 curated, top-registered products are featured, keeping choice inspiring, not overwhelming.

• playful moments like a giant adult-sized baby bouncer, claw machine, and snacks keep the experience joyful for the entire family.

good quality human, century city, la

the westside la uniform this summer was kindness, stitched into a hat. specifically a hat saying los angeles or venice or malibu upside down. good quality human aka gqh is selling merch with a mission.

• born in malibu, black- and woman-led, now with a flagship in westfield century city, plus a mobile pop-up truck in venice slinging streetwear

• “threads that speak louder than words” is their north star so products start with messaging first like mi casa su casa and community over competition

• staff greet you with “welcome, good human,” and celebrate purchases with a bell-ringing ritual

• kindness wall invites shoppers to post gratitude notes and good deeds like the mom uplifting others, the friend cheering louder than you, and the neighbor choosing kindness when it isn’t easy

• packaging covered in compliments, plus stickers and tattoos tucked in for gifting forward

• every piece of streetwear becomes part of their collective message that kindness, connection, and purpose are the real luxury

nick fouquet, abbot kinney, la

hats are in the spotlight as status symbols in retail right now. kemo sabe with western wear and gigi burris with feminine millinery. in venice, nick fouquet proves california has its own temple to slow luxury headwear.

• opened in 2014, this abbot kinney atelier is the spiritual home of the brand (i think they’re in aspen too, but for some reason it’s not listed on their website)

• loft-like gallery where bespoke fedoras and wide brims are displayed like art pieces with a workshop visible behind glass, emphasizing the process

• vintage barber chair used for custom fittings, echoing fine suit tailoring.

• hats worn by madonna, pharrell, lebron, & the like for the eccentric authenticity

• founder commutes from a geodesic dome in topanga canyon, adding to the myth and mystique

c.bonz, malibu, la

personalization is the new luxury and my favorite buy of the summer proved it. my summer souvenir was a c.bonz sweatshirt embroidered with big sur’s esalen, which now feels like wearing my favorite place. this malibu studio proves embroidery can be cheeky, cozy, and completely one of one.

• part boutique, part production studio, with designer celine benz often behind the machine

• known for their custom pet portrait embroidering along with rainbows, surfboards, cowboys, mushrooms, and all other quientessential socal symbols

• location just off pch with brand motto in neon: “if you’re happy and you know it, wear c.bonz”

• stitch nights bring community together to learn embroidery over wine, snacks, and ocean views

• custom “ridiculously cozy” fabric for sweatshirts plus vintage levis reworked with cheeky embroidery

• beyond their own line, they collaborate with other brands on small-batch collections, elevating basics for staud, fred segal, dior, goop, and more.

offe market, echo park, la

offe flips discount shopping on its head. the thrill of the hunt is still there, but now it’s curated, transparent, and kind of aspirational. you walk in for deals, you leave feeling happy and proud you saved clothes from landfills. powered by a founder whose energy and social media prescience makes you want to join their movement.

• gives unsold inventory from thoughtful, high quality brands a second life instead of sending it to liquidation or landfill. brnads like baggu, papier, free people, ganni, little beast, melissa, and more!

• sells only authentic overstock, past-season pieces, never made-for-outlet merchandise like tj maxx

• first (& only) store opened in april 2023 in echo park with block parties every few months, including one upcoming on 9/20.

• cozily nestled merchandising experiments include journal stacks, pet corners, and buzzy brand groupings.

• vibe is playful, hip, colorful, and irreverent with lots of “we love a good deal” reminders

these five stores are a reminder that the future of retail isn’t only about scale, speed, or square footage. it’s about intention. about community. about giving people a reason to come in, stay awhile, and leave with more than just a receipt.

something slower, more personal, more human.

registries become playgrounds. hats become temples. kindness gets stitched into uniforms. embroidery becomes memory. discount shopping becomes community.

all to remind us that the most interesting retail right now isn’t happening on our social feeds. it’s happening in one-room shops where founders are still behind the counter and the vibe feels half chaos, half charisma.

because brick and mortar retail will always be built one brick at a time.

p.s. my 2025 retail holiday survey is like a limited edition seasonal candle & does not reward procrastinators. closes on friday.

p.p.s. as a proud ag1 (am)bassador, i’m stoked to share their newest chocolate-y sleep blend. learn more by clicking 👇️