57 years after its birth, Maxfield remains committed to the in-store experience

In 1969, Tommy Perse founded the Maxfield concept store in West Hollywood. While some of its competitors have met different fates- H.Lorenzo has just closed its iconic Robertson Boulevard boutique and Fred Segal has shut its doors for good- Sarah Stewart, Maxfield’s buying director, discusses the brand’s present and future with FashionNetwork.com.

FashionNetwork.com: Maxfield’s mission to introduce avant-garde fashion through a focus on greater personalisation has remained the same. Would you agree?

Sarah Stewart: Yes! Maxfield continues to range between established brands and less explored avant-garde fashion.

FNW: The shopping experience has become a key focus in retail today. How does that play out at your store today?

SS: The Jean Prouvé structure and the gallery across the street allows us to extend the Maxfield experience beyond the store itself, creating dedicated environments that can spotlight specific brands, collaborations, or special projects in a more focused way. While the Jean Prouvé structure often takes on a more museum-like or conceptual approach, the gallery serves as a flexible space for immersive projects and collaborations. Given Maxfield carries over 200 brands, these spaces provide an opportunity to create a distinct lens around a particular designer, collection, or point of view in a way that would be difficult within the content of the main store alone. For more than a decade, these activations have been an important part of how we engage with brands and our community and they will continue to evolve as an extension of the Maxfield experience.

FNW: You launched your e-commerce platform in 2020. Six years later, what are the results?

SS: Launching our e-commerce platform during Covid, in April of 2020, allowed the Maxfield experience to extend digitally, while creating a channel of communications with our global audience and our at home, existing clients. That said, our primary focus has always remained the in-store experience and the sense of discovery that comes with it. We’re encouraged to see the broader shift across luxury retail back toward physical retail and experiential shopping, which has always been central to Maxfield. 

FNW: What does the profile of Maxfield’s consumers look like today?

SS: Social Media has created an entirely new level of visibility and storytelling within fashion, allowing brands, designers, and retailers to reach audiences far beyond traditional industry circles. While Maxfield has long maintained a sense of discovery within fashion and culture, what has evolved most over time is the level of curiosity and access from consumers around the world. At its core, the Maxfield client is still someone driven by individuality and genuine interest in design, fashion, art, and culture. At Maxfield, a client can reach something highly sought after, encounter something entirely unexpected, or be introduced to a new perspective altogether. Our clients range from deeply knowledgeable collectors to the simply curious. 

FNW: Various historic concept stores in Los Angeles are facing different fates today. Fred Segal has closed its doors, H.Lorenzo has closed its Robertson location and announced a new opening. How does Maxfield plan to evolve in the coming months?

SS: We’re always saddened to hear any retailers in Los Angeles close their doors. Maxfield is always striving to maintain an evolving presentation. 

FNW: Is expanding Maxfield stores in the US and abroad a strategy you’re interested in?

SS: Maxfield is proud to be available in Los Angeles, Malibu, and Maxfieldla.com for anyone abroad. That being said, we enjoy maintaining a sense of unpredictability. 

FNW: How is artificial intelligence being integrated into the operations of a company like yours today?

SS: AI has been a topic we are exploring in both back-of-house and for our clients’ experience. 

FNW: What’s the next Maxfield exciting event to watch out for? 

SS: Wait and see.