Cuyana, a San Francisco-based handbag label, is set to open its fourth California store on Friday at 3835 Cross Creek Road in Malibu, marking its sixth U.S. location. While primarily a digital brand, Cuyana emphasizes the importance of brick-and-mortar stores to enhance customer experiences and foster intentional purchases.

“We aim to meet our customer where she is and provide complete shopping experiences,” said cofounder Karla Gallardo. The Malibu location was chosen based on data showing a strong customer presence and alignment with the brand’s wellness-focused philosophy of “fewer, better” products.

Inside a Cuyana store

Designed specifically for handbag shopping, the store showcases different sizes and colors, with props and mirrors allowing customers to test bags’ functionality and style. “Shopping for a bag is unique—you need to feel it, see how it fits, and assess its practicality,” Gallardo noted.

Cuyana plans further retail expansion, leveraging physical stores to build customer trust and enhance its digital performance. “Once customers experience the quality in-store, they trust the brand and confidently shop online,” Gallardo added.