Jeff Rudes and Tara Rudes-Dann on L’Agence’s expansion to home and beauty

The Glossy Podcast

After 16 years in business, advanced contemporary fashion brand L’Agence is hitting the gas on growth. On top of introducing a Jean Bar retail concept, starting with a new store in L.A., the brand is expanding internationally to Europe and Asia — since early July, it’s opened stores in Paris and Seoul. Category expansion is also a key part of the strategy: In the last three years, L’Agence has launched shoes and swimwear, and it will soon introduce sleepwear, intimate apparel and belts. In addition, building on the success of a recent candle release, the brand will be going deeper into the home category. And a future beauty category, complete with cosmetics and fragrances made in Paris, is in the works.

According to L’Agence founder and chairman Jeff Rudes, customer behavior will determine the timing of the home and beauty category launches.

“She has to be so brand loyal that she’ll pick up the bottle [of perfume] at Saks and say, ‘I’ve got to try this.’ We’re not there yet,” he said. ”We’re very realistic about how to grow the brand. … She has to trust us and vote for what we’re doing. It’s all about timing. We have to get her to love more of what we’re doing, and then we’ll capture her [as a customer in other categories], for sure.”

Also on the podcast, Rudes and L’Agence fashion director Tara Rudes-Dann spoke about their New York Fashion Week plans, the new standards in customer service, and the road to “lifestyle brand.”