Women's Wear Daily Retail
New Zealand-born cashmere brand Elle and Riley has landed in Los Angeles , opening its first U.S. store in Beverly Hills.
Elle Pugh, who launched the brand with her mother Yolande Ellis, moved to L.A. a year and a half ago to prepare for this moment.
“We’ve always loved America,” said Pugh, recalling frequent family visits. “Obviously, the market here is huge, so many people, so many tourists. You can’t really compare with the 5 million people who live in New Zealand. But for us, California just has this lifestyle where cashmere feels so deeply entrenched…that laid-back luxury lifestyle.”
They entered physical retail early, opening the first store in 2016, the year they launched. Since then, they’ve grown to six locations across New Zealand. The new 800-square-foot boutique — at 961
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