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The Real Deal Los Angeles

Knock knock: High-tech doorbell-maker Ring relocates to Hawthorne

The company could lower its rent by up to 75 percent a year
By Natalie Hoberman | May 07, 2018 05:00PM

Ring founder and CEO Jamie Siminoff, with the property at 12515 Cerise Avenue (Flickr/Loopnet)

As Snapchat consolidates its operations in Santa Monica, another tech startup is packing up shop in search of lower rents.

Ring, a smart video doorbell-maker, is relocating from Santa Monica to a 62,000-square-foot warehouse in Hawthorne, the company announced Monday. The company signed a 10-year lease with an option to renew at the property, located at 12515 Cerise Avenue.

The move to Hawthorne could dramatically lower Ring’s per-square-foot rental rate by up to 75 percent a year, according to Owen Fileti, a senior executive director at LA Realty who specializes in tech and entertainment leases on the Westside. “This is one of the most exciting tenants in the LA ecosystem” to keep a footprint in the LA marketplace, he said.

A spokesperson for Ring declined to comment on its reasons for the move to Hawthorne.

The technology firm, which was recently acquired by Amazon for a reported $1 billion, will move its 250 employees to the new space, which will serve as a hub for logistics and distribution. Ring, known for its video-streaming doorbells, also offers security systems and cameras to its 2 million users.

Vella Group, a real estate firm with properties in New York and Los Angeles, is developing the property. M-Rad Architecture designed the office campus, which will be fully leased by Ring.

Vella paid $13 million for the industrial property in March 2018, according to property records on Real Capital Analytics.

The South Bay city, known as a former aerospace hub, has seen a flurry of new construction projects recently, including a 221-room Marriott Courtyard and 133-room TownePlace Suites. It’s currently home to the headquarters of Elon Musk’s brainchild, SpaceX, as well as an Amazon shipping center.