A year after its debut, Domain Northside continues to land new-to-Austin – and new-to-Texas – retailers.
The list is a long one and grows with each passing week.
One of those recent additions is Los Angeles-based Paige, 11700 Domain Blvd., which sells premium men’s and women’s denim.
Founder Paige Adams-Geller, a former model, launched her first collection in 2004. Today, she has eight flagship boutiques – including the new one here – and her jeans and accessories are sold by a number of high-end retailers coast to coast.
Adams-Geller talked to the American-Statesman about her growing brand and why she set her sights on Austin.
American-Statesman: Why did you choose Austin for your next market – and your first Texas market? Talk about your expansion and why this city is so important to your brand.
Paige Adams-Geller: Austin is laidback, forward-thinking, cool and edgy, just like our brand. We love music, fashion, food, art and culture – and Austin embodies all of these things. We’ve had stores in New York and California for years and when we decided it was time to expand our retail footprint, Austin felt like the natural choice. This city aligns perfectly with the laidback culture and effortless style of our brand. Austin feels like our home away from home.
Why did you choose Domain Northside?
We feel that Domain Northside is the wave of the future in terms of the shopping experience. I love that it has everything to offer – restaurants, gyms, shops, office spaces and living spaces. Domain Northside feels like a city within a city. I feel at home when I am there.
Who is your target shopper?
Our target shopper is someone who appreciates fashion, comfort, craftsmanship and quality. We design for fashion-conscious men and women who are always on the go and appreciate innovative design, refined details and effortless styling.
What sets your products apart from the competition?
Our quality is second to none and we make clothing that is so comfortable that you want to live in it. We are committed to using the highest quality materials and each piece is designed with acute attention to detail.
What’s new and different with denim right now?
One of the things that I’m most excited about is our fabric innovation. Transcend and Transcend Vintage are fabrics that we developed that have really taken us to a new level. They have successfully proven that we can merge technology and fashion to create a jean that is unparalleled in comfort, fit and innovation. What makes Transcend so special is that it truly is the most comfortable jean on the market, yet it will not bag out and it will not lose its shape from day to night.
What are your plans for future growth? More stores in Texas?
We plan to continue to expand our lifestyle collection for men and women and we are committed to expanding our retail footprint into new markets. Stay tuned.
What else should Austin know about Paige?
We are passionate about what we do and the clothes that we make. We welcome individuality and love seeing how each person styles their pieces. We are warm and inviting and we love Austin.
There are many interesting and insightful people in the Central Texas business community. The American-Statesman business reporting team brings you in-depth interviews with some of them, focusing on topics that matter to our community. To nominate someone for the Statesman Interview, email Statesman business editor Barry Harrell at email@example.com.