Dive Brief:

• Kitson founder Fraser Ross is reviving operations in the iconic boutique retailer's former Robertson Blvd. space in Los Angeles, opening a new store he’s dubbed Kitross, Racked reports.

• Kitross is aiming to become a destination for celebrities and tourists in the tradition of its predecessor, and will sell women’s, men's, and kids apparel and accessories and novelty items.

• Late last year the famous Los Angeles retailer, which had been acquired by Spencer’s, began to close all 17 stores in California, Nevada, and Oregon and shuttered its e-commerce site, a development that Ross told Racked “shocked” him.   

Dive Insight:

Fraser Ross founded Kitson in 2000 as a single West Hollywood boutique, and expanded the business to a regional chain that was a favorite of celebrities in the early 21st century. The Robertson Blvd. store in particular was a common backdrop for many a publicity-seeking celebrity early this century, as paparazzi frequently camped out nearby because of the favorable odds they might snap a photo of singer Rihanna or actress Sienna Miller. That helped drive tourists there, too.

But Kitson faltered in the face of increasing competition from Amazon. In an example of a once-promising retail partnership gone bad, Kitson’s expansion also experienced turmoil in the form of a high-profile struggle last year with the Hudson Group, which ran Kitson’s airport concessions in California. The problems included tussles over chocolate sales, and prompted Ross to appeal to city officials to step in on the retailer’s behalf.

Ultimately Ross sold out to gift-shop retailer Spencer’s, which kept him on as a consultant—one who, by Ross’s own account, didn’t do much.

With Kitross, a combination of Ross’s middle and last names, he’s clearly hoping to recapture the retailer’s former glory while it’s still fresh in people’s minds, and says that bringing an L.A. vibe to the world will be a major part of its appeal, according to Racked.

“[T]he concept will change a little more with take-and-go items as opposed to contemporary wear, but we're promoting local designers and giving LA back a little bit of [itself],” he told Racked. He added that the new store could open as soon as next month.