The Seaton Flagship Store is Now Open, Couture in the City Fashion Blog

Have you ever fallen in love with a small shop or boutique while vacationing somewhere beautiful by the sea? The type of store you enter and immediately wish you could take home with you? Seaton is that store. But, for once, it’s in your own backyard.



Introducing the Seaton Flagship store, a unique new concept in retail about to make its debut on Melrose and Almont. Owned by the husband and wife team of Mark Freeman and Jill Roberts (who also own the Jill Roberts boutiques), the concept for this new store is rooted in the duo’s fashion label, also named Seaton, a line known for its beachy, casual chic vibe. Unlike the couple’s other stores, Seaton will not be a fashion boutique, but rather a destination for a modern, inspirational and relaxed lifestyle – one that celebrates the state of mind that comes from listening to an ocean crash or watching a beachside sunset.



This mindset and aesthetic is carried through the entire Seaton boutique – from the warm and inviting 1500 square foot retail space (reminiscent of a shop in a sophisticated resort town) to all of the lifestyle product categories the store will stock, including clothing, accessories, linens, pillows, books, glass wear and gifts. This unique charm is what allows Seaton to carve its own niche in the crowded marketplace, offering consumers a fresh new shopping experience.

The Seaton Flagship location, which is located at 8920 Melrose Avenue in West Hollywood (across from Maxfield’s), is the first of many Seaton locations that will open over the next few years.

Store Hours:
Monday through Saturday
10 am to 6 pm

Store Phone Number:
310.550.1232