Xirena Launches First Retail Store in Los Angeles After 13 Years

After over a decade of establishing itself as a notable name in the fashion industry, Xirena has officially opened its first-ever retail store in Los Angeles. Initially starting out as a lingerie line, the brand has evolved into a comprehensive ready-to-wear and lifestyle brand.

A Mediterranean-Inspired Space

Located in the revamped Palisades Village in the Pacific Palisades neighborhood, the store reflects founder Dierdre Roffoni's inspiration from the vibrant and relaxed style of women in Formentera, Spain. "Europe in the summer and the Mediterranean" served as the backdrop for the store's design, which features sculpted curved walls, an imaginary skylight, and handcrafted wooden elements, all created in collaboration with architect David Montalba.

Community and Brand Growth

Roffoni and creative director Elise Parseghian, both residents of the area, felt that opening a physical location in L.A. was a natural step for the brand. "The California spirit is so important to our brand," Parseghian noted, emphasizing their focus on the local consumer. Additionally, the Pacific Palisades has become one of their top online sales regions.

The decision to open in Palisades Village also stems from the community's resilience, especially after the devastation caused by one of L.A.'s most destructive fires in January 2025. Roffoni expressed her emotional connection to the community, stating she had never witnessed such unity during the center's reopening.

Future Plans for Expansion

As Xirena continues to thrive, Roffoni hinted at the possibility of more store openings, although they plan to proceed cautiously to ensure each new location aligns with their brand ethos. With a burgeoning e-commerce presence and recent international expansion into Paris' Le Bon Marché, the brand is poised for continued growth in both retail and online platforms.

Source: fashionista.com