Barcelona-based footwear brand Alohas — the creator of those viral flats all over your FYP — has opened its first Los Angeles location at 1410 Abbot Kinney Blvd. in Venice, marking another step in its U.S. expansion after entering the market with a New York City store in 2025. The footwear label also has locations in London, Paris, Copenhagen, Milan, Amsterdam, Barcelona and Madrid.

Founder and CEO Alejandro Porras told Fashionista that L.A. has always been one of Alohas’ strongest markets, so a brick-and-mortar store made sense. “We believe retail should follow where the community already exists,” he said via email. “Beyond that, L.A. is one of the world’s leading cultural references for fashion and style. Being present there is an important milestone as we continue building Alohas into a global brand.”

Of course, there’s also the fact that Angelenos love a comfortable shoe, especially one that’s more “sustainably” made (more on that in a moment). “The L.A. customer has an effortless approach to style,” Porras continued. “They value fashion that feels elevated but easy to wear, and they’re constantly looking for new brands with a strong point of view.”

The brand specifically chose Abbot Kinney Blvd. in Venice for its foot traffic and eclectic shoppers. “Venice has a unique mix of locals, creatives and international visitors that feels very aligned with Alohas,” Porras said. “It also offers something that’s rare in LA: real walkability and strong street traffic, more reminiscent of European shopping streets. That creates a more natural retail experience and allows us to connect with customers in a way that feels authentic to our brand.”

In keeping with that authenticity, the store operates a bit like a showroom in that only a handful of shoes on display are in stock and available to take home — that’s due to the brand’s sustainability initiatives. Alohas operates on a demand-driven production model, releasing styles in three different categories and corresponding pricing tiers: “on-demand,” “pre-order” and “in stock.”

“On-demand” or pre-production shoes are priced 30% below in-stock items. That might seem confusing because you’re getting a discount before the footwear is made — but that’s the point. Customers who purchase “early” receive this discount, allowing the brand to gauge demand and produce closer to actual sales. The goal is to reduce excess inventory and waste. It can take eight to 10 weeks for shoes to arrive. (The brand manufactures primarily in Spain and Portugal, though it has recently expanded some production to Cambodia as it scales.)

In the second category, “pre-order,” production has begun on the shoes, and those are 15% off. It’s about the same shipping time, though some are available a little sooner. Finally, “in stock” items are, well, in stock, and those are full price. You can leave the store with them right away, or get them delivered in 24 to 48 hours.

The model is not just shoe-to-shoe but also color-to-color. For example, the ultra-viral Rosalind Ballet Flats ($195-$225) are available now in Brown, Black and Vintage Effect Brown, but shoppers can pre-order new colorways and textures, including Studs, Patent Brown and Mesh Black. The brand’s first handbag, the Hilma Leather Bag ($290-$350), is also available to pre-order in six colors and three sizes.

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While Alohas is calling the Abbott Kinney store a “pop-up”, we’re told it’ll be open for at least a year. The prime location bodes well: It’s on one of L.A.’s busiest, most shopping-heavy streets alongside footwear brands On, Veja, Adidas Originals and Birkenstock, as well as clothing labels Rag & Bone, Todd Snyder, Alo, Madewell, Everlane, Farm Rio and Vince.

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