The Grove at Farmers Market

The Grove at Farmers Market opened in 2002 at 189 The Grove Drive in Los Angeles, developed and operated by Caruso directly adjacent to The Original Farmers Market established in 1934. The outdoor pedestrian street format, circulation via a vintage-style trolley between The Grove and the Farmers Market, and the absence of enclosed mall infrastructure together define a retail model that no other major LA property replicates. Nordstrom and AMC Theatres serve as the primary destination anchors, alongside Barnes and Noble as a standalone books-and-culture draw.

The retail mix is oriented toward the entertainment-industry and creative-professional demographic of the Fairfax-West Hollywood corridor. Aritzia, Revolve, Maje, Sandro, Todd Snyder, Ralph Lauren, Paige, Brandy Melville, Zara, Gap, and Vans cover the fashion register. Coach and Michael Kors hold the accessible-luxury position. The athletic and wellness cluster includes Alo Yoga, lululemon, Nike, New Balance, and Athletic Propulsion Labs. The adjacent Farmers Market sustains daily-visit food and grocery footfall independent of retail shopping occasions.

The Fairfax and West Hollywood catchment encompasses one of the highest concentrations of entertainment industry workers, creative agency professionals, and media company employees in Los Angeles. The property is accessible from 3rd Street and Fairfax Avenue and draws via rideshare from much of central and west-central LA, a transit pattern that differs from the freeway-exit car trip that drives traffic to the South Bay and Valley malls.

The Grove operates at a different register from Beverly Center and Century City: not a luxury destination and not a super-regional comparison-shopping mall, but a culturally influential outdoor retail complex whose footfall is sustained by the Farmers Market food mission, the Nordstrom destination, the cinema, and the open-air format that suits the Westside’s warm-weather shopping habits. For brands seeking visibility within the LA entertainment-industry and creative-class consumer market, The Grove provides a format and demographic that the enclosed malls do not reach.