British lifestyle brand Toast is gaining significant traction in the U.S. market, notably with the recent opening of a new store in Los Angeles. This move follows the brand’s successful debut in San Francisco and is part of a broader retail expansion strategy that emphasizes e-commerce, reflecting a keen understanding of consumer behavior and preferences.
“Seventy percent of our business, even now, is done online,” revealed Rosie McKissock, the head of brand at Toast. This strong online presence allows Toast to gather invaluable sales data, which has been instrumental in pinpointing areas of high customer engagement. Initial insights highlighted a robust market in New York, but California soon followed, with Los Angeles emerging as a clear next step.
“L.A. has revealed pockets of demand that are deeply connected to the brand,” McKissock shared, demonstrating the company’s ability to adapt its strategy based on thorough market research.
Toast’s journey began in 1997, founded by husband-and-wife team Jessica and Jamie Seaton, who transitioned from a life in archaeology in West Wales to launching a mail-order business centered on nightwear and loungewear. Their vision was deeply influenced by a desire for a more considered lifestyle and an aesthetic rooted in nature, craftsmanship, and functional design.
The path of Toast has seen moments of strategic change, including the sale of a majority stake to French Connection in 2000. It wasn’t until 2018 that the business was acquired by the Danish fashion group Bestseller for £23.3 million, marking a new chapter in its evolution.
Currently, Toast operates about 20 stores throughout the U.K. and is steadily bolstering its U.S. presence, with locations in Brooklyn, NoLIta, the Upper East Side, and West Village in New York, as well as Boston, Chicago, and Washington, D.C. This expansion showcases the brand’s commitment to creating a strong foothold in key urban markets.
Courtesy of Toast
The new store in West Hollywood, located at 352 North Robertson Boulevard, reflects the brand’s strategic focus on aligning product offerings with customer preferences. While womenswear remains the backbone of its business, homeware is making notable strides in California, accounting for about 25 percent of sales. Toast’s collections are characterized by a preference for natural fabrics such as linen, wool, and cotton. Popular items include the “Gabi” trouser and the “Bryn” dress, alongside a range of cashmere knitwear and textured corduroy pieces.
The unique appeal of Toast lies in its philosophy towards everyday dressing. McKissock describes this ethos succinctly: “It’s about the ease and the wearability and the versatility, honestly, of the products.” This focus resonates well with customers seeking comfort without compromising style.
To bolster its U.S. growth efforts, Toast has made significant investments in its operational infrastructure. This includes partnering with a third-party logistics provider based in New Jersey, enabling more efficient direct shipping while also addressing tariff pressures that global brands often face.
Looking ahead, Toast has ambitious plans for continued expansion across the U.S. The brand has its sights set on additional markets, including neighborhoods like Silver Lake in L.A., reinforcing its commitment to cultivating a strong brand presence in America.
Courtesy of Toast
