Laure Heriard Dubreuil opened The Webster’s flagship location in 2009 at 1220 Collins Avenue inSouth Beach, Miami. Originally the Webster Hotel, the 20,000 square-foot Art Deco building was built in 1939 by architect Henry Hohauser. Heriard Dubreuil, who grew up in Paris and worked as a top merchandiser for Balenciaga and Yves Saint Laurent before founding The Webster, kept the name but reimagined the three-story interior as a women’s and men’s multi-brand luxury retailer designed with vibrant intimacy to resemble a residential space.
“The idea was a place where you can feel very comfortable,” says Heriard Dubreuil of The Webster’s concept. “It’s a place to spend time. You arrive, you take off your shoes, you’re at someone’s house, or you’re in your gigantic closet, and you can try everything.” Rather than organize the store according to brand, Heriard Dubreuil merchandised it as if it were a personal wardrobe, mixing big brands with the emerging, arranging everything intuitively by mood, which was revolutionary at the time. Her instinctive, warm touch lured an impressive brand matrix, including Balenciaga, Tom Ford, Balmain, Lanvin, and Chanel, as well as loyal customers.
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