Manufacturer Turns Light on Line of Safety Gear

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This story has been updated from a previous version.

Cyclists sharing the road with cars can be a dangerous mix, particularly at night, but one L.A. apparel company hopes to increase safety with a new range of high-tech gear.

Lumenus, sister company to Outdoor Tech in Los Angeles, has created illuminated apparel and accessories for cyclists, motorcyclists, runners and pedestrians. Last month, it launched a Kickstarter campaign to help with the brand’s final development and initial production run.

The company has raised about $41,000 of its $54,000 goal with about three weeks remaining.

Caro Krissman, adviser and board member of Lumenus and founder of Outdoor Tech, said he’s actually surprised the apparel brand hasn’t hit its goal sooner.

“We’ve gotten a lot of really strong positive feedback when we show the product physically,” he said. “We’ve already previewed this to major retail players. It’s been a little bit challenging to convey that part of the message over a Kickstarter campaign.”

But Krissman said he’s confident Lumenus will hit its goal. Plus, the company also plans to seek outside funding early next year.

The collection includes backpacks, jackets and even women’s leggings. Prices range from $200 for a backpack to $350 for an all-weather jacket. Each item incorporates strategically placed LED lights that can be controlled through the company’s patent-pending mobile app. For example, a customer wearing one of its jackets can program their bike route into the app and when they are about to make a turn an LED light stitched into the back of the jacket will flash a yellow light to signal to other drivers and bikers. The clothing can also be manually controlled through buttons embedded in the garment.

Lumenus was founded in January by Jeremy Wall, who approached Outdoor Tech with his idea.

New Era

Beverly Hills’ Playboy Enterprises Inc. made a splash when it announced last month that it would stop publishing fully nude photos of women in its magazine starting next year. More changes have recently gone into affect as the media company continues with its brand transformation.

The company launched its new e-commerce website, PlayboyShop.com, earlier this month.

Scott Killian, chief brand officer of the site, said it’s ushering in a new era of its retail business.

“As we’ve done with our digital and mobile assets, and the coming redesign of the magazine, PlayboyShop.com represents a reset of what the Playboy brand means as a consumer products business in the United States,” Killian said in a statement.

The online shop features more than 2,000 items ranging from a woman’s floral print snapback hat with the iconic Playboy logo for $20 to a limited-edition six-volume Taschen book set featuring the best of Playboy magazine’s first 25 years for $1,300.

Playboy expects the site to expand its retail offerings to as much as 10,000 items for men and women as the website grows.

Killian said it has partnered with manufacturers to create unique, high-quality items that reflect the very best of the brand.

The mobile-ready online shop follows the launch of its safe-for-work Playboy.com and mobile app Playboy Now.

Revolving Doors

Costa Mesa lifestyle brand RVCA opened its fourth U.S. store in Santa Monica last week. … Portland, Ore., outwear company Columbia Sportswear Co. will be opening an outlet store at the Pike Outlets in Long Beach next month. … Nail salon Can Can Parleur Organic Nail & Foot Spa near L.A.’s Fairfax District opened this month. … Tory Burch opened a boutique at the Americana at Brand in Glendale last month. The shop carries the label’s full collection including shoes, handbags, eyewear and fragrance. … Athletic brand Under Armour will be opening its first brand shop in the spring at the Americana at Brand in Glendale. The 10,000-square-foot space will feature men’s, women’s and youth apparel, footwear and accessories. … Carlsbad lifestyle apparel brand Prana opened its first L.A. boutique at the Point in El Segundo last month. … Upscale Swedish brand COS owned by H&M opened a shop last month at the Beverly Center in Los Angeles. … Celebrity trainer Tracy Anderson last month opened up a retail space at her Brentwood Studio, which includes her own label as well as others such as Sundry, Free City and Prismsport. … Skin care brand Malin + Goetz opened its third location in Los Angeles at mixed-use development One Santa Fe in downtown L.A.’s Arts District. … L.A. mobile nail salon Colvon launched last month, offering manicures and pedicures inside a customized truck featuring plush chairs and flowers.

At Your Service

Gardena specialty footwear retailer Warehouse Shoe Sale (WSS) named Richard Mina as president last month. Mina previously served as president of Rancho Cucamonga action sports retailer Active Ride Shop.

Staff reporter Subrina Hudson can be reached at [email protected] or (323) 549-5225, ext. 251.

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