Sanctuary has opened its first ever flagship store on Beverly Drive in Beverly Hills, a 2,000 square foot space that marks a new era for the nearly 30 year old Los Angeles brand as it steps into owned retail after building a more than $200 million dollars business, skewine heavily wholesale — specifically a 70% wholesale / 30% D2C split according to Apparel News.
First Flagship In Beverly Hills
The new Sanctuary flagship is located at 358 N Beverly Drive, Beverly Hills, CA 90210, placing the brand in one of Los Angeles’ most trafficked luxury and contemporary shopping corridors. The 2,000 square foot boutique officially opened on February 27 and is positioned as a strategic next chapter as the company approaches its 30th anniversary in 2027.
For a label that has long relied on a 70 percent wholesale / 30 percent direct to consumer mix through partners like Anthropologie, Nordstrom and Bloomingdale’s, the move into brick and mortar is a significant milestone, giving Sanctuary full control over how its world is presented in a physical environment.
Founded in 1997 by husband and wife team Ken and Deb Polanco, Sanctuary started life as a bottoms driven brand, quickly gaining a reputation as “master pant makers.” Early on, the label broke through with army green and camo utility styles, most notably its early 2000s green camo cargo pants, which reached cult status with celebrities and stylists and helped cement the brand’s association with seasonless, utility inspired pants.
Over time, Sanctuary expanded into a full women’s collection including ready to wear, petites, curve, swimwear, footwear and accessories, while keeping utility, comfort and modern femininity at the core. The brand says its collections blend the laid back aesthetic of California, the effortless attitude of New York, and an adventurous, travel inspired spirit to guide women through a 24/7 wardrobe.
A 200 Million Dollar Brand In Growth Mode
Nearly three decades in, Sanctuary now generates over 200 million dollars in annual retail sales and reports double digit growth across all channels, underlining the scale behind what began as a niche cargo pants label. Wholesale still accounts for around 70 percent of revenue, with the remaining 30 percent coming from direct channels including ecommerce and now the new flagship.
That growth has been fueled by a broadening assortment (from iconic cargos to dresses, knits and outerwear), an inclusive size range from 00–24W in bottoms and XS–3X in tops, and a focus on wardrobe versatility for a core customer aged roughly 30 to 50.
What The Beverly Hills Flagship Offers
The Beverly Hills store is designed as a full expression of Sanctuary’s universe, bringing together ready to wear, swimwear, footwear and accessories under one roof. It also marks the in store debut of handbags, a category that has seen strong online demand and now gets dedicated space and storytelling at retail.
Beyond the core line, the flagship introduces:
- Exclusive capsules available only in Beverly Hills.
- Early collection drops, giving local customers first access to upcoming seasons.
- A curated selection of upcycled vintage and pre loved pieces, reinforcing the brand’s evolution into a head to toe wardrobe destination with a more circular, mindful edge.
The mix positions the store as both a showroom for current collections and a discovery space where loyal customers can find one offs, limited runs and unique vintage alongside signature cargos and everyday staples.
Design That Reflects An Evolving Identity
While detailed interior specs are not fully disclosed, Sanctuary describes the Beverly Drive flagship as designed to reflect the brand’s evolving identity, moving beyond just utility pants into a complete lifestyle offering. The environment supports that shift by showcasing the full range on a relatively intimate footprint, creating a boutique feel that encourages try ons, styling and deeper engagement with the collection.
The curated presence of upcycled vintage and pre loved items also signals where Sanctuary is headed: leaning further into sustainability narratives, circular fashion and the idea of building a long lasting wardrobe where cargos, dresses, knits and accessories can be mixed season after season.
