Fashion Valley is carving out a niche as a premier destination for brands making their debut in San Diego.
The mall is welcoming 10 new stores and eateries, with several already open and more launching through 2027. Six of those are new names to San Diego. Here is a quick guide to the newcomers, plus some other changes.
Upscale totes
Ladies and gentlemen who love handbags and equestrian style: As of 2027, you will not need to fly to Paris or drive to Orange County to get your Longchamp fix. San Diego has joined the club.
The brand already has a toehold at Fashion Valley, through a reseller station at Nordstrom.
Longchamp, which remains privately owned by the family who founded the company in 1948, sells bags that prompt long lines at Paris department store counters. In contrast to other equestrian-inspired brands (looking at you, Hermès and Polo Ralph Lauren), Longchamp has goods at relatively more attainable prices. Its Le Pliage sells for $180. A fabric tote from Hermès is priced at $1,975.
If price matters for such shoppers.
Fendi for yourself
Fendi, another first for San Diego, is opening in December. Founded in 1925 — about a decade after Chanel and Prada — and now owned by LVMH, this Roman luxury fashion house sells handbags, accessories and ready-to-wear clothing. One has achieved icon status: its Baguette bag, which Christie’s recently dubbed “the world’s first ‘It’ bag.” (No mention of the Birkin or Kelly bag, however).
“Over nearly 30 years, the Baguette has developed a cult following and appeared on the arm of on-screen icons like Carrie Bradshaw and superstars like Elizabeth Taylor,” the auction house wrote, teasing some bags that were on offer in June.
This season’s look: sensuality meets disco, says Women’s Wear Daily.
Sparkling and shine, for him
Jaxxon, a men’s jewelry chain, is coming to Fashion Valley in early 2027. This, too, will be the brand’s first foray into San Diego.
The company was started to fill a gap for “trustworthy, quality” jewelry for men.
The result: jewelry that is ethically made. Metals for its chains are typically bonded, using solid white and yellow Italian gold, sterling silver, rhodium and platinum.
The company’s website says its business model focuses on quality and value. “Unlike the hefty markups commonly seen with major brands, our direct-to-consumer model, based out of Southern California, ensures you get luxury without the unnecessary expense,” it writes.
‘Floral and fragrant’
Molly Tea is a fast-growing global chain that specializes in Chinese jasmine tea. Yelp users comment that tea from the Sunnyvale location was “really good,” “phenomenal,” “fragrant and floral,” and “creamy, refreshing, and beautifully presented.” Some people, though, commented that prices were high.
The chain has several locations in the Bay Area and one each near Los Angeles (in Arcadia), and in Las Vegas, Houston, Salt Lake City and the Seattle area, in Bellevue.
At its first store in San Diego, Fashion Valley shoppers will get to sip on premium milk teas, jasmine and gardenia iced teas, its speciality whipped cream — the “signature Jasmine Whipped Cream Top” — and other drinks. A jasmine milk tea at the Acradia shop costs $6.99, according to its website.
Upstairs: underwear
San Diego’s only Skims boutique has opened on the mall’s second floor, near Anthropologie.
The company, co-founded by Kim Kardashian in 2019 as a direct-to-consumer business, describes itself as a “solutions-oriented brand creating the next generation of underwear, loungewear and shapewear.”
Those solutions, based on a skim of its website, include bras designed for a range of body types and skin tones, underclothes that help outerclothes fall just right according to prevailing cultural beauty norms, and clothing that reaches for the sublime (cashmere robe), the cozy (fluffy and cable knit stuff) and the sporty (athleisure).
Its product line overlaps with those of Victoria’s Secret, Alo and Spanx.
The Harvard Business School has a 2023 case study on the company’s “meteoric rise.” One finding: “Instead of looking to other DTCs for inspiration, Skims’ founders were inspired by brands such as Nike, Apple and Lululemon, hoping to propel Skims to iconic brand status.”
Piercings by professionals
San Diego’s first Rowan is opening this month.
Rowan, according to nameberry.com, is an Irish and Scottish name. It means “little tree” or “redhead.” In an interview with Boca Magazine, the company’s founder, who is neither, explained why she chose this name. First, it’s named for the county where she grew up. “The name also draws inspiration from the rowan berry, known for its rich symbolism of protection, strength, and renewal,” said Louisa Schneider, the founder.
She launched Rowan because she felt the ear piercing industry needed a shakeup.
“Piercing parlors didn’t feel safe enough. Pediatrician’s offices didn’t feel special enough. And the more I looked into the ear piercing industry as a whole, the more I realized how overlooked and outdated it really was — especially for something so meaningful,” the company’s website says.
Rowan has elements of both: licensed nurses and hypoallergenic earrings for safety, and an in-store experience that has been dubbed “cool” (Entrepreneur magazine) and “kid-friendly” (The New York Times).
Other arrivals and changes
AllSaints moved within the mall and is now downstairs, near Macy’s. J. Crew, which had been a tenant and closed years ago, is back and opening next month. Hat shop Lids is also coming in November. Charleys Philly Steak (with stores branded as Charleys Cheesesteaks) and Tempur-Pedic mattresses will open next year.