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talian fashion brand Brandy Melville has secured a larger retail space in Chicago's Gold Coast, expanding its presence in the high-end shopping district. The company is renting 6,000 square feet at 8-12 East Walton Street, nearly tripling the size of its previous location at 64 East Walton Street. However, Brandy Melville isn't abandoning its current spot; it will revamp the space as a concept targeting older women and men, while continuing to lease from landlord Fred Lev.

    Lev confirmed that the brand will maintain a store at his property, which will be branded as St. George, offering a wider range of clothing sizes than Brandy Melville's typical offerings. The new location occupies the former BHLDN space, Anthropologie's bridal boutique concept, and represents the final available storefront on Walton Street for Acadia Realty Trust.

    Brandy Melville's expansion follows a trend of luxury retailers shifting to the Gold Coast from other areas of Chicago. Major brands like Chanel, Cartier, and Bottega Veneta have recently relocated to the area, solidifying its reputation as a prime destination for high-end shopping. The new location is Brandy Melville's only store in Illinois, and it remains unclear when the men's store planned at Lev's property will open.

    Founded in Italy in the 1980s, Brandy Melville has faced controversy over its one-size-fits-all policy and employee treatment allegations. Despite this, the brand continues to attract a loyal following among younger consumers.