It took a pandemic for legendary Los Angeles fashion boutique Maxfield to launch e-commerce for the first time in its 50-year history.
“We changed our computer system a year ago with the idea to go into online, and we probably would have rolled it out in the fall. But faced with the virus and having zero idea when we can reopen, we gathered all the assets we could get our hands on and went for it,” Maxfield buying director Sarah Stewart told WWD.
The site launched this week with a Casablanca for New Balance sneaker drop “that sold out in two minutes,” Stewart said, explaining that her team is uploading new men’s and women’s merchandise, jewelry, gifts and antique furniture photos about three times a week. The fashion assortment includes Saint Laurent, Balenciaga, Maison Margiela, Rick Owens and Givenchy spring collection clothing, pieces from the Facetasm x Levi’s collaboration, as well as Maxfield’s edit of L.A. cool labels Amiri and Fear of God, and one-off exclusives, like a Jay Ahr hand-embroidered vintage 1969 Hermès Kelly bag for $55,000, a Mad reworked Rolex watch for $44,000 and a Rogue Bespoke roach clip for $3,895.
Stewart said the store’s loyal Instagram following (126,000) was a