LACOSTE, JUICY COUTURE, H&M AND MORE AMERICANA REVEALS RETAILER LINEUP.

Byline: EUGENE TONG Staff Writer

GLENDALE -- Crocodiles and hip Scandinavian apparel will mark the walls of the $324 million Americana at Brand center under construction downtown, officials said Tuesday.

Among the lineup of retailers slated to join the 15.5-acre retail, entertainment and residential complex are Lacoste, the French apparel maker known for its crocodile logos; glam and edgy Juicy Couture and H&M, the chic and casual Swedish clothing retailer -- a ``mini-anchor'' with a two-level, 28,000 square-foot store that will serve as its Southern California flagship.

It's a mix of shops that could be right at home at the Beverly Center or the refurbished malls of the West San Fernando Valley.

``It delivers on the promise we made five to six years ago to build a unique and special place in the heart of Glendale,'' developer Rick Caruso of Caruso Affiliated said. ``We're bringing to Glendale what people in Glendale have asked for -- more sophisticate stores, restaurants, unique boutiques and a family atmosphere.''

Other retailers include:

Anthropologie; A/X Armani Exchange; Art of Shaving; Aveda Lifestyle Salon; BCBG Max Azria; Chico's; skin-care retailer Kiehl's; Lucky Kid -- the Lucky Brand Jeans store for children; lululemon athletica, which retails yoga-inspired gear and fashion; Marciano; Martin + Osa -- a line of casual active wear and outdoor apparel from American Eagle Outfitters; Planet Funk; Play; Puma; Sigrid Olsen; and Urban Outfitters.

Also in the works is a Pacific Theatres 18-plex cinema.

None of the retailers on the list are currently found at the neighboring Glendale Galleria mall, whose owner, Chicago-based General Growth Properties fought Caruso's project at the courthouse and at the polls until voters approved it by ballot measure in September 2004.

Galleria officials could not be reached for comment Tuesday.

Jack Kyser, chief economist for the Los Angeles Economic Development Corp., said the list of retailers will enhance the area's existing businesses, and shows Caruso, who also developed The Grove -- the blockbuster outdoor shopping center in Los Angeles -- maintaining his track record.

``(Caruso) has put together a very attractive roster of tenants -- you wouldn't expect him to do anything else,'' Kyser said. ``With the Galleria and this group of retailers, it will make Glendale a retail magnet.''

Todd Russell, senior vice president of retail leasing and marketing at Caruso, said the Americana doesn't intend to duplicate what's already happening at the Galleria. The indoor mall with department store anchors Macy's and Nordstrom will add Target among its tenants in the coming year.

``Glendale is just a robust community that's desirous of better retail,'' he said. ``At this point it doesn't exist in this market. ... The Galleria does a good job with the moderate mix. We do not intend to do that. It's all about creating something new.''

According to 2005 U.S. Census Bureau statistics, Glendale's median household income is $49,750; with median family income at $61,300.

``You have a very affluent, very highly educated trade area,'' Caruso said. ``Because of its design, it's going to have a wide, regional draw,'' including shoppers from Pasadena, Burbank, Los Feliz to as far as the western San Fernando Valley.

Though Kyser said drawing from the West Valley is ``a bit of a stretch'' -- traffic will likely keep shoppers closer to home where Westfield Topanga is adding dozens of upscale retailers and an expanded Nordstrom next month.

``But what about the Northwest (San Fernando) Valley and Santa Clarita? And you can pull the odd customer out of downtown Los Angeles.'' Kyser said the loft dwellers moving into the revitalizing area command average incomes of $90,000.

Still, with the Americana scheduled to open in March 2008, local mall operators will be hard-pressed to reassess their properties or risk failure, said James Ellis, professor of clinical marketing at USC Marshall School of Business.

``Anybody in the merchandising world has something to worry about,'' he said. ``Customers like new stuff. ... As a result, particularly with a guy that has a track record like Caruso does, people are going to say, hey, let's check it out.''

``If you're a mall developer, you got to take a pretty strong look at your existing businesses and your existing type of mall. ... They have to look at what the customer is asking for and how do we provide them what they want. You've got to take care of your customers.''

There are signs the high-end shopping segment in Los Angeles may be close to saturation, Ellis said, as existing malls up their offerings while developers like Caruso pursue new projects, such as The Shops in Arcadia.

``It's probably a saturation,'' Ellis said. ``However, again, it's the market that's going to tell them that. ... They have to figure it out themselves. It's a tough job. They're betting their company.''

Bounded by Brand Boulevard, Central Avenue and Colorado Street, the development features 475,000 square feet of retail space. It also will offer 238 apartments, 100 condominiums and a two-acre park.

Caruso Affiliated officials presented the latest designs before the City Council on Tuesday at a meeting of the city Redevelopment Agency.

Decorative touches including copper roofs and a steel tower to gas street lights and a public fountain after the one found at The Grove drew nods from the panel and audience members.

``It's a great addition to Glendale and I know the city will receive a lot of benefit from this great project,'' said Sandra Kennedy, a 60-year resident.

Though changes proposed for the architecture, including a redesign of the condominium building from one long block into two towers and additional two-story retail stores, will require environmental review.

eugene.tong(at)dailynews.com

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2 photos

Photo:

(1 -- color) Construction of the mall has begun on the site facing Colorado Boulevard near Orange Avenue and Brand Boulevard in Glendale.

(2 -- color) A rendering of The Americana at Brand center shows what the mall will look like once completed.