Capitalizing on the retail trend toward experiences, premium vodka brand Absolut Elyx is growing its burgeoning lifestyle brand with a pair of physical retail outposts in Los Angeles. There is an Elyx boutique at the new Fred Segal in West Hollywood, and on Nov. 27, a mobile version, dubbed the Elyx Boutique Buggy, will land at The Original Farmers Market adjacent to The Grove, through Dec. 24.
Jonas Tåhlin, chief executive officer, said he didn’t set out to sell products other than vodka when he launched the brand three years ago. The focus was on experiential marketing via private events at his historic Hollywood estate, which doubles as a venue for private dinners for the likes of Kate Hudson and Lady Gaga.
Absolut Elyx sequin turban by Julia Clancey
The brand developed a copper pineapple cup in partnership with the Edition hotel in Miami a couple of years ago, and started rolling out more items at private events at the Elyx house in Los Angeles. The precious metal is used in its distilling process, with a 1929 still and packets of copper that are used to give the vodka a smooth taste.
“Whenever we had parties, perfectly respectable people were stealing these items, which