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
JCK PRO is transitioning its services and the PRO login will no longer exist as of May 31, 2023.
For questions or support, please contact Customer Service: jckpro@jckonline.com