The Anine Bing brand is everywhere. Founded in 2012 by a former content creator, Anine Bing has just opened a new boutique in Los Angeles, at 8211 Melrose Avenue. A new store that follows the closure of a first address on W 3rd, closed during the Covid-19 crisis, and that adds to two other stores in Pacific Palisades and South Coast Plaza.
 

Since 2019, the Anine Bing brand has experienced an interesting dynamism, coinciding with a fundraising of $28.5 million and the backing of two new investors including British fund Felix Capital and New York’s Greycorft.  
 
In seven years, the brand has opened 17 stores, first in New York and then in Los Angeles, and established itself in five different countries including France, Germany, Spain and Australia. In the last few months, Anine Bing has experienced a major acceleration with the opening of Los Angeles on Melrose Avenue, Dallas last October, London in September, Brooklyn and Austin in July, and soon a first store in Bethesda, a suburb of Washington known for its family and residential atmosphere. 

Inside the new Los Angeles address, with its 2,500 square feet of space, brand aficionados will discover an art gallery-like decor with white waxed concrete floors, large wooden and marble shelves, wall of mirrors and designer furniture, with a black and white portrait of Brigitte Bardot smoking a cigarette.

On the racks, the Scandinavian-American style collections showcase the house’s most coveted blazers, quilted jackets, white wool and cashmere coats, panther head printed T-shirts, oversized sweatshirts and denim in all colors and cuts. On the clothes, “made in Turkey” or “made in China” labels convey the brand’s accessible price positioning, with products starting at $100 for a T-shirt and going up to $400 to $500 for a blazer.

A selection of accessories is also presented with handbags and jewelry including the collaboration signed with the designer Marie von Behrens-Felipe.