First Look: Eyewear Brand Dita Opens on North Rodeo Drive
Dita has opened a boutique on North Rodeo Drive in Beverly Hills.
Founded by Jeff Solorio and John Juniper in 1995, with roots in surf culture, the luxury eyewear brand landed on Melrose Avenue before expanding to Newport Beach, San Francisco, New York City in SoHo and Madison Avenue, Sydney and Tokyo in Aoyama and Daikanyama.
Dita (Latin for "I enrich") began to grow when Micky Dillon took over the reins in 2011. President and co-owner at the time, the Dillon family has been the sole owner of Dita since 2019, with a team of 150 employees and distribution centers worldwide.
By the fall, the company plans to open in London, near Harrods on Brompton Road, and in Paris in the trendy Hôtel Costes district before hitting other markets.
>“Our current goal is to launch, I would say, 20 to 25 [stores] over the next three years, because they are very profitable for us,” said Cody Cho, vice president of marketing for Dita. He expects total year-over-year sales to grow 40% by the end of 2022. "We're really trying to focus on places that have high adjacency luxury brands that match our demographic."
Located at 479 North Rodeo Drive #104, the new 1,200 square foot space (near Saint Laurent and Christian Louboutin) has a minimal interior, with titanium panels and shelves, imported marble, accents of leather and contemporary lighting from the Netherlands.
Inside the new Dita store on North Rodeo Drive in Beverly Hills, California. Courtesy of Dita"Our stores are the most profitable they've ever been," Cho said of the expansion. "So obviously for us, we want to keep that momentum."
The independent brand offers eyewear priced between $650 and $1,200, is handmade in Japan. Celebrity fans include Jamie Foxx, Jennifer Lopez and the Olsen twins, who are credited with bringing the oversized trend back in the early 2000s, when they were often seen in the brand's "Supa Dupa" frames.
Next, the company plans to diversify into eyewear, launching leather goods and denim next year.
Dita has opened a boutique on North Rodeo Drive in Beverly Hills.
Founded by Jeff Solorio and John Juniper in 1995, with roots in surf culture, the luxury eyewear brand landed on Melrose Avenue before expanding to Newport Beach, San Francisco, New York City in SoHo and Madison Avenue, Sydney and Tokyo in Aoyama and Daikanyama.
Dita (Latin for "I enrich") began to grow when Micky Dillon took over the reins in 2011. President and co-owner at the time, the Dillon family has been the sole owner of Dita since 2019, with a team of 150 employees and distribution centers worldwide.
By the fall, the company plans to open in London, near Harrods on Brompton Road, and in Paris in the trendy Hôtel Costes district before hitting other markets.
>“Our current goal is to launch, I would say, 20 to 25 [stores] over the next three years, because they are very profitable for us,” said Cody Cho, vice president of marketing for Dita. He expects total year-over-year sales to grow 40% by the end of 2022. "We're really trying to focus on places that have high adjacency luxury brands that match our demographic."
Located at 479 North Rodeo Drive #104, the new 1,200 square foot space (near Saint Laurent and Christian Louboutin) has a minimal interior, with titanium panels and shelves, imported marble, accents of leather and contemporary lighting from the Netherlands.
Inside the new Dita store on North Rodeo Drive in Beverly Hills, California. Courtesy of Dita"Our stores are the most profitable they've ever been," Cho said of the expansion. "So obviously for us, we want to keep that momentum."
The independent brand offers eyewear priced between $650 and $1,200, is handmade in Japan. Celebrity fans include Jamie Foxx, Jennifer Lopez and the Olsen twins, who are credited with bringing the oversized trend back in the early 2000s, when they were often seen in the brand's "Supa Dupa" frames.
Next, the company plans to diversify into eyewear, launching leather goods and denim next year.
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