Forget H&M, Forth & Towne is Coming to L.A.

While buzz has been steadily building about the imminent arrival of clothes retailer H&M to the Los Angeles area, clothes retailer Forth & Towne have quietly been laying the groundwork to open not one, not two, but–count ‘em–THREE Los Angeles area stores this Fall. Century City, Canoga Oaks and Thousand Parks–consider yourselves warned!

You might be asking yourself who Forth & Towne are? What’s their deal and why should I care? Perhaps it will be easier if we just let Forth & Towne tell you who they are:

At the heart of our story: inspiration. It started with a group of women. Or more importantly, a new generation of women, determined to find current, wearable fashions in fits that flatter. Women who have grown-up, grown into themselves and want to look as fabulous as they feel.

That’s great, you say. But tell me about more about the F.A.T. woman. I’ll let Austyn Zung, Head of Design, take it from here:

We know that women lead rich, full, busy lives. They’re juggling careers, families, friendships, community work. Their clothing is an expression of themselves and their multi-faceted, busy lives required a multi-faceted wardrobe. With that in mind, we started designing the collection by breaking it into four pieces, via four distinct brands to serve the many sides of a woman.

So you’re starting to get where they’re coming from spiritually. But what are the clothes actually like? More from Austyn Zung, Head of Design:

Allegory features suiting with a distinctly feminine touch and classic pieces with modern elegance: tailored pants, beautifully cut blazers and clean shirting. For the individualist, Vocabulary offers comfort and graceful femininity with rich knits and pants accented with prints and jewelry. Prize celebrates fun, wearable trends with flattering silhouettes, flirty fabrics and stylish cuts. And women who grew up with the Gap will love the return of the everyday Gap essentials offered through Gap Edition.

Finally, what are the stores actually like inside, you ask. Say no more, for they have provided a thumbnail sketch of their shopping sanctuary:

An inspiring, service-oriented shopping experience awaits customers… Taking a fresh approach to store design, each store features a centrally-located fitting salon to deliver a warm, inviting experience for the customer. Each fitting room is oversized and features three-way mirrors, extra seating and adjustable lighting.

They also offer complementary bottled water. We can’t wait.

As a large portion of the losanjealous readership is comprised of fabulous, stylish women from 35-55 years old who juggle careers, families, friendships, community work and lead multi-faceted, busy lives, rest assured we will keep you posted on breaking news as F.A.T. heads to town.

Forth & Towne is a GAP brand (NYSE: GPS) Shares of GPS were up 0.10 to 16.98 in moderate trading today.