Faux vintage lingerie specialists What Katie Did will be opening a new boutique in West Hollywood in September 2011.
What Katie Did launched a US website last year to make shopping easier for customers in the United States, which included duty paid dollar prices, a US returns address alongside a toll-free telephone number.
The new website reportedly led to a dramatic increase in US retail sales and press interest, with the brand’s lingerie being featured on Mad Men’s Christina Hendricks in US GQ, the cover of Maxim, and on Julia Roberts in June’s W magazine.
What Katie Did chose Melrose Avenue for the new boutique, due to its mix of vintage, high fashion and designer boutiques. The brand has labelled the stretch ‘little England,’ as neighbours include Paul Smith, Vivienne Westwood and Agent Provocateur.
The 750ft boutique will open in time for the launch of What Katie Did’s AW11 collection, which is modelled by iconic US pin up Bernie Dexter.