Contemporary label Ali & Jay move into retail

Los Angeles - Contemporary brand Ali & Jay have officially launched a new store at Westfield Century City. The Los Angeles-based label will open its new flagship at the shopping plaza.

The store concept will reflect the brand's pop-up stores in the past. Previously, Ali & Jay have hosted temporary stores in both Santa Monica and Malibu. These concepts were test experiments for the brand in order to see how the location would fare for the dress line. “I think that our pop-up’s journey through L.A. was a fun test for us as an L.A.-based brand to explore different neighborhoods,” general manager Melissa Niednagel told WWD.

The brand is also looking to move forward with its clothing by offering two-piece sets, rompers and jumpsuits, according to the publication. Ali & Jay has also launched a t-shirt, expanding its offerings. While the company continues to sell direct-to-consumer through its online store, the Century City location shows the brand's overall growth by moving into retail.