Fred Segal store set for reality series

LOS ANGELES (Hollywood Reporter) - A reality series set in a high-end retail store is the latest addition to Bravo’s fashion-savvy lineup, the cable network’s biggest programing slate to date.

The show in development will document the daily drama at Santa Monica clothing retailer Fred Segal.

The untitled docu-series will focus on the oft-stressed and competitive sales team as they cater to well-to-do customers who demand the latest in clothes, shoes, accessories and beauty products.

“Fred Segal is a legendary retail haven synonymous with high fashion and style, and the fashionistas who work, shop and gossip at the store promise to have arresting, entertaining, colorful personalities and lives,” said Frances Berwick, executive vice president and general manager at Bravo.

Last week, Bravo unveiled four new reality shows set in the worlds of fashion, design, cuisine and real estate, and announced that it is venturing into scripted programing for the first time.