It’s Called Complex, But the Retail Concept Is Simple

Complex helps turn Maple Avenue into Michigan’s own Rodeo DriveWhen business partners Doug Schwartz and Annie LeBlanc opened Annex—a trend-driven boutique that mixed fine and fashion jewelry with accessories—in Birmingham, Mich., in 2005, it was an instant hit. But the longtime friends—who liken Annex to a mini–Barneys New York—soon saw the potential in expanding into apparel and home goods. In 2010, they opened Complex, a 6,000-square-foot, two-level store on Birmingham’s bustling Maple Avenue. The idea is revolving, ephemeral experiences: shop-in-shops and pop-ups that filter in and out of the sprawling space. The pair still owns the ­jewelry-heavy Annex—where you’ll find Iosselliani and Michael Spirito, and many exclusive-to-Michigan lines—as well as an H&M-priced women’s apparel, jewelry, and accessories section called Underground, while overseeing the bigg

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