[lifestyle ] New shop brings a 'California lifestyle' to Greenwich Avenue

[_Happy boy]

GREENWICH — Since the doors opened at the new Jenni Kayne location on Greenwich Avenue late last month, the store has been gaining quite a bit of attention.

The brand, which sells clothing, housewares and furnishings, started in the Brentwood section of Los Angeles and spread through California. Only three stores have so far opened on the East Coast, with the other two in Manhattan.“It’s a California lifestyle brand, and it’s obvious from the customers who have been coming in, they’re excited for it to hit the Avenue,” said store manager Katja Shrouder. “And they love to see a new store opening on the Avenue, people are excited for something new.”

The brand specializes in neutral solid colors, along with high-quality textiles, including cashmere, wool blends and alpaca.

“It’s all about neutral, with a few pops of color. Very timeless,” said Shrouder, a Greenwich resident. “And it’s about being chic and cozy.” A big gift item since the store opened, she said, is a loose fitting top called “the cashmere cocoon.”

The brand has achieved a certain cachet on the West Coast. “A lot of our customers know us from California, so they’re happy to see us here,” said Shrouder. The number of shoppers visiting the new business has so far “exceeded our expectations,” she said.

Jenni Kayne, the founder of the brand, has made a name for herself in recent years as a “tastemaker” and social-media influencer.

Beside the retail operation, the store will be holding “community-building events” on a regular basis, offering talks on good health, wellness and lifestyle.

The store is employing a staff of four people.

The store’s space was previously occupied by the Kate Spade store.

Greenwich Avenue has been hit by a number of high-profile vacancies, which began before the coronavirus pandemic began. Brooks Brothers, Lillian August, Marmot and Vilebrequin are among the recent closures.

A number of new businesses have also opened late this year on Greenwich Avenue, which recently began offering valet parking on weekends.

rmarchant@greenwichtime.com