After 13 years in business, Los Angeles-based Xirena finally has its first retail store. It’s come a long way since launching as a lingerie line: Today, Xirena is a full-fledged ready-to-wear and lifestyle brand. Founder Dierdre Roffoni, who also founded the fashion showroom/agency Findings, launched it after being inspired by the colorful, easy-breezy style of women in Formentera, Spain. The name comes from “sirena,” the Spanish word for “mermaid.”
Xirena’s first store, in the reopened Palisades Village in Los Angeles’ Pacific Palisades neighborhood, was also inspired by Spain, Roffoni tells Fashionista. “Europe in the summer and the Mediterranean,” she says. “The sculpted curved walls, the imaginary skylight, the organic feel of the floors, and then all of the wood is carved by hand.” The space was designed in collaboration with architect David Montalba, founding principal of Los Angeles-based Montalba Architects.
Photo: Courtesy of Xirena
Opening the first standalone store in L.A. made sense because both Roffoni and creative director Elise Parseghian live in the area. “The California spirit is so important to our brand,” Parseghian says. “We always have this woman in mind.” The Pacific Palisades is one of their most popular areas when it comes to online sales, with New York (the city and the Hamptons); Dallas, Texas and Charlotte, North Carolina not far behind. The duo sees growth in the south, they believe, because of their use of color in lightweight fabrics.
Photo: Courtesy of Xirena
They also chose Palisades Village because, in part, of the community. In January 2025, one of the most destructive fires in L.A. history severely damaged the shopping center and leveled the surrounding area. “I’m from L.A. and this area and when I saw this community come together on that Saturday when it [re]opened, I had never seen [anything] like it,” Roffoni says. It made her emotional, she adds, and optimistic about retail in the neighborhood.
“The brands, the adjacencies here that are in this little center are so perfect,” Roffoni continues. “They all complement each other. Everyone gets along so well that it’s not a competitive group of people.” Surrounding stores include Leset, Misa, A.L.C. and Anine Bing.
It was also the right time for a store because the brand saw e-commerce sales growing for its full ready-to-wear collection. Although Xirena is sold at Shopbop, Mother Denim and Bloomingdale’s (among others), a standalone store offers an opportunity to showcase how much the brand has grown. After lingerie, the brand introduced button-downs before expanding into a fuller wardrobe offering. “We do sweaters, we do outerwear,” Parseghian says. “We have so many new categories.”
Photo: Courtesy of Xirena
More store locations could be coming but they want to do it “slowly and make sure it’s the right area,” Roffoni says. “I think it’s important to have fewer and better because you lose so much control [otherwise]. I think eventually we could have four stores.” Pop-ups are a possibility, especially in Europe. Xirena recently launched in Paris’ iconic department store, Le Bon Marché, giving the brand a foothold in another key fashion market.
See more images of the new Xirena store, below.
Photo: Courtesy of Xirena
Photo: Courtesy of Xirena
Photo: Courtesy of Xirena
Photo: Courtesy of Xirena
Photo: Courtesy of Xirena