Serena & Lily Melrose
Call it Bonobos syndrome. Online-only retailers are moving out of the online ether and coming into the real world, giving shoppers a chance to touch, feel and see what they’re buying before they enter their credit card info. But while Bonobos has dominated the online-to-offline menswear space, online lifestyle boutique Serena & Lily is following in its well-polished brogues and opening up its very own showroom on L.A.’s chic Melrose Avenue.
The site, which is one of the most pinnable online destinations, offers up plenty of design inspo for every style. (We’ll admit to surfing during office hours — shh, don’t tell.) Neutrals with hints of blush and gold? You bet your Pinterest boards that those best sellers are in store! But for those who aren’t super girly, there are clean and cool minimal looks; cozier, comfy rooms and even bohemian options. (Our editor-in-chief’s tween daughter has been lusting after the rattan hanging chair this past year.) But until now, all the shopping on the site was through detailed photos and a little bit of faith. We’ve never been let down, but now we’ve got a chance to see everything up close.
While nothing in the Serena & Lily showroom is for sale, everything is available for purchase online, so while you browse the 2,200-square-foot showroom and the site’s collection of textiles, seating, rugs, side tables, lighting, wallpaper, and home furnishings, you can feel free to click away on your phone. You might not be able to pin items from the store to your boards, but you will be able to sit on the chairs, feel every fabric and truly imagine just how something will fit in your own home. The selection is a curated mix that’s tailored to L.A. living — think relaxed vibes, coastal influences, etc. Order in-store and everything is shipped to your home, no worrying about fitting furniture into your car.
Serena & Lily Melrose
What can you bring home? Picks from the rotating art wall, which will feature Los Angeles artists. And plenty of inspiration, of course, which is available in spades just by walking through or when you enlist the help of the store’s design staff (it’s complimentary). Prep your iCals (or Erin Condren Life Planners) for plenty of in-store events, shopping previews and more.
And Angelenos aren’t the only ones that will be able to shop the site IRL (that would be “In Real Life”) — Orange County is going to get its own outpost, too. S&L will be joining fellow L.A. babe Jenni Kayne at Newport Beach’s re-vamped Lido Marina Village. And while L.A.’s shop highlights picks for the urban decorista, the OC location will feature a selection of the brand’s patio and outdoor furniture as well.
Serena & Lily is located at 8422 Melrose Ave, in Los Angeles. For more information, visit www.serenaandlily.com.
Images courtesy Serena & Lily
