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Letarte opens flagship store on Maui, Hawaii

Letarte opens flagship store on Maui, Hawaii ( MAUI, Hawaii - Letarte, the bohemian, luxury swim and cover-up brand, is opening their premiere flagship store on November 15 in the hip North Shore town of Paia, Maui.

The white-washed, beach house, located in the center of town on Baldwin Avenue, is the new home of Letarte’s signature, luxe, bathing suits; tunics; and Petite Letarte line.

The sun-drenched space is decorated with a rich combination of light and dark woods, trademark zebra rug, and fresh island flowers. A local artist’s painting hangs behind the white counter, adorned with locally-handcrafted jewelry. A whimsical, hand-painted, Letarte surfboard leans against the wall; a perfect complement to the boutique’s coral and turquoise accents.

“Living on Maui has inspired my collections,” explained co-founder and designer Lisa Letarte Cabrinha. “There’s nothing better than opening our first store on the island where it all started.”

The company’s tags are still the iconic Letarte blue, but the new boutique is almost completely “green.”

The bags, boxes, ribbons, tissue paper – even the stickers - are made from recycled and post-consumer materials. Energy-saving lights illuminates the store, painted with chemical-free, non-toxic paint.

“From the start, the environment has been a top priority in planning the store,” said co-founder and CEO Michele Letarte Ross. “We want to make sure we give back, which is why a charity like the Surfrider Foundation is so important to us.”

Letarte will donate 10% of the store;s first week of sales to the Surfrider Foundation Maui Chapter. The chapter works on the preservation of sand and sea at local Ho’okipa Beach Park, a popular surf spot down the road from the new Letarte boutique. The foundation exists to protect and preserve the oceans and beaches of the United States. Lisa and her family have been members of the Foundation for the past several years.

Lisa Letarte Cabrinha and Michele Letarte Ross are the sisters behind the Letarte label and lead the company from opposite sides of the continent. Founded in 2000, the company started off in a handful of select resorts and high-end boutiques. Now it is a multi-million dollar brand sold in 350+ retail outlets worldwide.

Ana Rombilus Tel: 203-372-8301, x2603 Email:

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