Rhone continues brick-and-mortar expansion

Rhone has opened its second store in California.

The men’s performance brand opened a 1,300-sq.-ft. outpost at Westfield Century City, in Los Angeles. It’s the brand’s seventh store to date, including four locations in New York City, one in Boston and one at Fashion Island, Newport Beach, Calif.

The Century City space features an inviting, open floor plan, with crisp, modern design elements meant to highlight Rhone’s commitment to community, innovation and style.

The store will feature Rhone’s popular Commuter Collection and go-to Essentials line in addition to premium activewear treated with their proprietary GoldFusion technology. Introduced in 2016, the GoldFusion process infuses gold particles into the company’s highest-performing fabrics for what is described as a softer, safer, faster-drying, longer-lasting and odor-neutralizing garment.

Rhone was founded in 2014. In 2017, L Catteron made a significant investment in the brand. That followed the $6.2 million raised from a group that included former NFL Network and ESPN executive Steve Bornstein; David Stern, NBA commissioner emeritus; sports personality Ryen Russillo; Shane Battier, former NBA player, and M3 Ventures, an investment fund managed by former CAA executive Martin Dolfi.