Butter Super Soft Opens On Montana Avenue

Just as summer was winding down for many local kids, Shelly Banton opened her Butter Super Soft store at 1107 Montana Ave. on August 20.

Half of the store is devoted to the Butter line, which is popular with girls and teens because of the material’s soft feel. “It’s warm and yummy,” said Banton, who represented the Butter line for four years before opening a store near the Brentwood Country Mart with Ivy Greene.

The lease was month-to-month, and in June the women were told the building was going to be torn down. Although they partnered well, they had different visions for the Montana store and parted amicably.

Already, Banton’s store has received media attention.

“A customer’s son, Jaxon, who has liver cancer, makes rainbow loom bracelets when he gets chemo,” said Banton, noting that the looms are one of the latest trends with kids (who can buy kits and make their own). Banton sells Jaxon’s large bracelets for $8 and small ones for $5, with 100 percent of the proceeds going to fund pediatric cancer research. After the story aired on KTLA with Lu Parker, Banton said people came from all over to buy the bracelets and support the 11-year-old.

Banton said Butter clothing is popular both with younger kids and teens because it’s comfortable. She carries sizes four to an adult medium.

“Some girls have outgrown girl sizes, but they’re still young and this type of clothing appeals to them,” she said, noting her best sellers are sweat pants and hoodies. “I also have fuzzy pajamas bottoms and carried pajama shorts during the summer. I sell out almost every week. The printed leggings are also a big hit.”

A new division for Butter is clothing for infants, starting at six-to-nine months, and Banton is one of the first merchants on the Westside to have the line in stock.

Before opening a retail store, Banton used to take Butter to private-school boutiques, returning 20 percent of the proceeds to the school. “Everyone knew me as the Butter lady,” said the Encino resident.

The store also carries a wide supply of clothing specifically for the dance crowd. “The three Ross girls, who live in the Palisades and practically live at Fancy Feet, give me a lot of tips about clothing they’d like,” said Banton, who carries dance bras, funky tops that fit over leotards and dance shorts. She recently returned from the ENK Children’s Club clothing show in New York, where she discovered new dance wear and lines that she plans to carry.

Banton, who is originally from South Africa, has two daughters: Riley, 15, and Daniella, 13. Her oldest is a dancer, the younger a soccer player. Both are quick to express opinions about the clothing she stocks. If they don’t like something she’s purchased, they tell her, “Yuk mom, what is that?”

Banton understands that girls and teens like to experiment with styles. “The key to this age is you need new merchandise. I get a shipment of clothing every 10 days. This is a small space, but I keep it well stocked.”

Striving to make shopping for a birthday present easy, she offers a variety of price points and carries accessories and jewelry gift items. Gift wrapping is free.

“Initial necklaces are a big seller, and I have tons of T-shirts,” said Banton, who held up several that had differing textures and sparkly designs. “This age tends to like lots of bling.”

Banton is happy with her new location. During the interview, a maintenance man was cleaning the sidewalk in front of her shop. “This building is run so nicely,” she said.

Call: (310) 393-7839 or email: buttersupersoftla@gmail.com.