American Apparel to open store Downtown Ventura

Tag : american apparel

The company will fill a 4,000-square-foot, newly renovatedstorefront at Oak and Main streets, vacant since the Bank of Booksleft two years ago.
With a projected November opening, American Apparel represents thefirst national clothing retailer to open in downtown Ventura sinceJ.C. Penney and Lerner's Dress Shop left in the 1960s.
Proponents say a trendy national chain is exactly what downtownneeds, boosting foot traffic and complementing the area's eclecticmix of boutiques, eateries and entertainment.
Others aren't so sure. They worry about an all-too-familiartakeover by deep-pocketed chains, triggering tougher times andhigher rents for mom-and-pop stores.
"The market downtown has evolved," said commercial broker PaulCapra, who sealed the American Apparel deal for the building's newowners, Malibu-based American Commercial Equities.
Capra accepted the skepticism but said he doesn't see"cookie-cutter" giants like Gap and Macy's coming downtown anytimesoon, if ever. Smaller stores like American Apparel are a betterfit for downtown's distinctive architecture and appeal, he said.
With more than 1.4 million garments produced per week, LosAngeles-based American Apparel is among the largest clothingmanufacturers in the United States, according to published reports.The company is known for advertisements showing scantily clad youngpeople that some critics say border on pornography. The companyalso supports a number of progressive policies, including immigrantrights and labor policies the company refers to as"sweatshop-free."
Ventura Mayor Christie Weir described the store as "hip" and"trendy." The retailer, she said, fits with the city's vision ofpreserving downtown's character while weaving in new housing, avariety of hometown and national merchants, and offices.
She said the mix should be about 85 percent locally owned and 15percent national chains. She wants to avoid a "chain storeavalanche" but said American Apparel wouldn't disrupt the currentflavor. "I think it will be good for downtown," she said.
The Ventura store, at 391 E. Main St., will be the second inVentura County, joining one at Camarillo Premium Outlets.
"I don't think it can hurt," said Cindy Bryant, owner of AntiqueCollective, an antique store across the street.
When she arrived 12 years ago, there were 38 antique storesdowntown, she said. Most are now gone. Foot traffic in her store isdown, as are sales, she said, blaming the economy more thandowntown's evolution. Bryant accepts that she likely will be pricedout of her Main Street location in the near future and will have tomove to a side street. "I have one in mind already," she said.
Bank of Books owner Clarey Rudd leased the American Apparel spacefor nearly 40 years, until two years ago, when he left because ofrising rents. The building's owner never found a new tenant andsold it to American Commercial Equities, which has renovated thefacade with story-high windows. American Apparel leases otherproperties owned by the firm, said broker Capra, of Lee &Associates.
Rudd said he's "not anti-chain," but he's not convinced a clothingstore is going to satisfy the niche his used-book store once held,or lure the shoppers from San Diego, Las Vegas and Oregon who usedto visit his store.
"I'm rooting for downtown," he said. "I want the best for downtown.I don't think this is a step forward at all. I think what was therewas best. But I'm prejudiced."
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