CONCEPT STORES ARE HIGH-END ONE-STOP SHOPS.

Byline: LYNDSEY SAUL

>LA.COM 

Even the most devout fashionista may suffer a loss of faith in retail due to the plethora of impersonal boutiques populating the land. But luckily, this year four local proprietors have had an epiphany -- a new path to shopping heaven: the concept store.

Though not exactly a new contrivance (one of the most famous concept stores, Colette, opened a decade ago in Paris to sell food, clothing by lesser

known designers, accessories, movies, music and artsy odds and ends) and interpretations may vary, the goal for each concept store we found is the same: Give customers a variety of unique products under one roof and make it personal.

"A concept store has a unifying element (whether it be thematic, aesthetic or based on function) that is unmistakable to the customer," says Alessandro Tomasetti, who opened his concept shop, All Purpose (144 S. Flores St., Fairfax district), earlier this year. His theme is clear as soon as you see the sign; to provide an "all-purpose" space. It features his men's clothing line Filius, in addition to jewelry, books, accessories, art objects and home accessories that readily complement his designs. All Purpose also has a mesh wall that can be removed, allowing the space to become a venue for community events, including concerts.

"There is so much sameness in L.A. retail that after awhile, nothing seems special anymore. Consumers are looking for a more personalized or interesting shopping experience. Having an appealing concept or theme gives them another reason to visit your store instead of one of the mass chains."

Australian import and makeup guru Napoleon Perdis is a big believer in the concept store. He launched four in California over the past year -- three in the L.A. area alone, including his most recent flagship in Hollywood in the late spring.

"A concept store is essentially a store dedicated to one brand," Perdis says. "(Mine is) a 360 degree Napoleon Perdis environment." Thus, at Napoleon Perdis (6621 Hollywood Blvd., Hollywood), where the decor from the lamps to the rugs to the chandeliers was all designed by Perdis personally, the full range of his products are on display alongside an in-house makeup academy that is open to the public and where Perdis himself leads classes and seminars. Perdis' ultimate goal? "To work individually" with each of his customers.

Local James Perse calls his newly opened flagship at 357 N. Canon Drive in Beverly Hills, the first of his concept stores, which give customers access to the James Perse lifestyle, the casual luxury that his brand embodies.

"It's more like a brand launching place. We have cashmere sweaters, knits and a luxury T-shirt line, plus, a new intimates line: underwear for men and women, lounge wear, robes pajama bottoms, a lot of which is cashmere, all made to be worn just around the house. Eventually, we'll be adding outerwear and stuff for the home like bedding and blankets."

The newest concept store Madison Gallery officially opened its space at 23410 Civic Centre Way, Unit C1, Malibu just last month. Focusing on high-end, hard-to-find designers like Erin Fetherston, Nina Ricci, Balmain and Sari Gueron, Madison Gallery also stocks books, shoes, accessories, housewares and, in the future, will likely host art installations. However, owner Mark Goldstein prefers to think of it as more of a lifestyle store rather than a concept store. "It's a stage to express my artistic interests. Whether it's fashion, furniture or art, the store is a springboard to express myself. That's the passion. Hopefully it will inspire people when they walk in the door."

Now that sounds like a concept.

Lyndsey Saul, [phone]

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Newly opened Madison Gallery in Malibu is a retail outlet for high-end designers and, at the same time, an outlet for owner Mark Goldstein's self-expression.