Stepping out

Waikiki's remodel timed to match Bally's new 'tude

Just as those little nip/tucks set new standards for human aging, pressuring all to look young as long as possible, businesses are not immune to keeping up with the Joneses. All the new development going on in Waikiki is setting off a wave of renovations, from hotel rooms to boutiques.

Bally Waikiki is at 2270 Kalakaua Ave. Call 923-0808.

With the Royal Hawaiian Shopping Center undergoing a major face lift, things won't look the same on Kalakaua Avenue at this time next year. Bally got the message early and is inviting the public to take a peek at its new look, as well as its new Spring/Summer 2007 collection, inspired by summer promenades in the south of France, from Nimes to Biarritz.

Touches of home have been introduced at the Bally Waikiki flagship to put shoppers at ease as they slip on shoes and examine handbags. Lounge areas feature fabric sofas, low leather tables and brown velvet rugs with leather trim, reflecting the company's more than 155-year history in shoe design and leather goods.

Shoes still account for 55 percent of the business, and all other leather goods represent 35 percent, with clothing, introduced only a few seasons ago, playing a bigger role in the equation, according to CEO Marco Franchini, in town for the grand reopening.

"The look and quality of the ready-to-wear has improved by leaps and bounds over the last few seasons," he said via e-mail. "I am really pleased with the progress of this division; today it represents 10 percent of our business."

Sales in Waikiki are the strongest for the chain nationally, he said. "Our vision is to continue to grow the business in Hawaii. This is why we put an emphasis on refurbishing the boutiques here, showing our commitment to and appreciation of this fantastic market."

Franchini describes Bally's customers, both male and female, as sophisticated, well traveled and fashion-conscious, with an interest in designs that are elegant, stylish and functional.

Past designs have had a somewhat cloistered, buttoned-down country-club feel, but they appear to be edging closer to the boulevards of Paris and streets of New York.

Most recently, Bally has found a new creative director in Brian Atwood, who worked on Gianni Versace's Versus line before developing his own line of women's shoes. In 2003, Atwood received the prestigious Council of Fashion Designers of America's Swarovski-Perry Ellis award for accessory design. Atwood's first collection will be presented for Spring/Summer 2008.

Though not a household name when it comes to clothing, Bally is quickly turning out to be a brand to watch.