MIAMI BEACH — Retail is creeping south on Collins Avenue here, concentrating in the 500 Block, an ambitious property that features a highly visible corner location on Fifth Street, a colorfully lit facade and an Equinox fitness center.
Delivering South Beach retailers the one-two punch, stores range from fast-fashion giant Zara to multibrand designer shop Sabrina Monte-Carlo.
Zara’s third Miami store, which opened in May, occupies 10,000 square feet in the building’s northeast corner. Ninety percent of inventory follows other Zara stores and August bestsellers included a Balenciaga-inspired Mod collection, wrap dresses in animal prints and high-waisted skirts.
Gene Spiegelman, executive director of retail services for Cushman & Wakefield in New York and the exclusive leasing agent for the 500 Block, said Spanish retailer and Zara competitor Mango is slated to open in 4,600 square feet during the key fall season.
“There’s room for one more retailer and we really want something, whether national or independent, that reflects other stores,” Spiegelman said. “We’re going to be very picky.”
Sabrina Monte-Carlo, which also has 1,000- and 500-square-foot women’s boutiques on Boulevard des Moulins in Monte-Carlo, created the most surprise with its high-end merchandise, unusual for South Beach. Owner Sabrina Monteleone, whose father founded the Monteleone store in Monte-Carlo 35 years ago and who launched her first shop geared toward the jet set in the late Nineties, was frustrated by the lack of designer retail during frequent visits here.
“The best thing about South Beach is you can walk everywhere and I was tired of getting in a taxi for Bal Harbour Shops,” she said, originally planning to open in St. Barth’s, but then choosing Miami for its year-round traffic. “Tourists also want something with local flair and not just the same Gucci or Louis Vuitton stores they can find back home.”
Monteleone was attracted to Collins Avenue because of its lengthy string of boutique hotels and high-end retailers, including Intermix, Barneys Co-op and Ralph Lauren. She said her tried-and-true vendors, including Burberry, Just Cavalli and Philosophy di Alberta Ferretti, were equally concerned about proximity to Lincoln Road tenants such as Gap and Victoria’s Secret.
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“Everyone was set on Collins. It took more than a year to find the right space,” said Monteleone, predicting the thoroughfare will continue to grow more upscale in the next few years.
She said the store’s ambience stays true to the flagship and European retail traditions. The 2,000-square-foot space has a white and turquoise color scheme with white terrazzo floors and lacquered shelving, along with turquoise velour sofas, ottomans and throw rugs. The color scheme carries over into packaging topped off with a store logo beach bag.
“It’s those little details that are so European,” said Monteleone, adding she incorporates other Old World aspects, including large dressing rooms and a VIP entrance for more privacy, only displaying one item per style on the sales floor and forgoing a cash desk altogether. “Customers simply wait on the sofa and we bring them the receipt.”
With the exception of Blumarine, Just Cavalli and Pucci, which she orders in New York, Monteleone buys in Europe. Tourists have responded to Allude’s fitted cashmere pullovers and cardigans embellished with embroidery and Swarovski crystals retailing for $400, and Vanita Rosa St. Barth’s beach cover-ups and camisoles in embroidered linen for $400 to $600.
“They’re not just buying one piece from these vendors either, but many in different shocking colors like pink or orange,” she said.
Equating Miami’s and Monte-Carlo’s active social scenes, Monteleone said it’s important to offer exclusive special occasion lines. She experiences similar luck with Jenny Packham’s paillette-covered, short and long evening dresses retailing for $1,500 to $4,000 as at her Monte-Carlo store.
“They’re favored by Nicky Hilton,” she said, already counting the socialite as one of her Miami Beach customers, along with Eva Longoria. “Paris Hilton tried to come in our first week, too, but couldn’t escape the paparazzi.”
Monteleone attributed high sales of Burberry to its novelty to South Beach shoppers and of Pucci for its perfect fit with the Miami lifestyle.
“It’s odd, but cashmere also has been selling like crazy,” she said, preparing this fall to add Sonia Rykiel and Pinko’s collection of glitzy tops and casual cotton dresses retailing for $80 to $200.
Lining spacious shelves and cases, accessories include Plastic Is Fantastic, a jewelry collection in quirky color combinations designed by Christina Darras that retails for $70 to $150.
“It’s very limited to accounts like Colette in Paris and Maxfield in L.A.,” said Monteleone, who also stocks her pick of 20 men’s watches from the likes of Cartier and Rolex, so men are occupied while they wait. “This whole mix represents things I’ve found along my travels that are the best of the best.”