There are so many different ways to launch a law firm in California.
We’ve seen an explosion of new offices of major firms in the last five years, and a notable uptick in the last 18 months. Every firm has done it differently, but is one launch method better than another? Or has every firm established itself here in a way that is true to itself? As with most things, there is no valid case for a one-size-fits-all approach.
Some firms expanded into California by recruiting a handful of prominent partners from other firms—partners who already had established local clients and practices. Often, these partners brought with them a ready-made team of associates and counsel. In my view, the success of this approach largely depended on the size of the initial team and how quickly the office was able to grow. It also hinged on the range of practice areas represented at launch. Firms that entered the market several years ago with just two or three partners often remained relatively small—either by design, as satellite offices, or because they struggled to gain traction. The most common criticism I heard about this model was that much of the work continued to come from East Coast partners unfamiliar to local associates, creating time-zone challenges that could be avoided by joining—or remaining with—a more established and integrated California office.
When a firm launches a California office by assembling a broad group of partners from various firms and practices all at once, they tend to make a bigger splash. I’ve seen this model be very successful in my native Bay Area; firms which dove into the market with a team I refer to as “the Avengers” of really big-name partners from peer firms who were local legends and whose departures left a mark on their previous firms. Joining all at once generated significant press—and sparked a wave of hiring across multiple practice groups. It was an impressive rollout, and those firms have sustained strong growth ever since. They entered the market with the force and excitement of a grand finale: boom, boom, boom!
Another approach firms took—successfully executed well by a New York firm in San Francisco—was to relocate a cohesive team from the home office, all genuinely enthusiastic about moving west. It was a more distinctive strategy, and that uniqueness alone generated significant press and excitement. These were partners that California associates had never had a chance to work with before; a novelty that was well-received. Some firms have also made a concerted effort to replicate the cultural equivalent of the “Westin smell”—that signature scent recognizable in Westin hotels around the world, designed to create a consistent and familiar experience no matter the location. In the legal context, this translates to a deliberate strategy of importing lawyers from the home office to new markets, reinforcing firm culture and values through people who already embody them.
Firms opened in California with a small group of local partners and brought in a senior partner “culture carrier” from a larger office to help ensure the new location got off to a strong, unified start. This approach aimed to establish a consistent firm culture across offices—even across state and national borders—without requiring a full team to relocate. While it may not have been as impactful as moving an entire group, it was often a worthwhile effort that could influence whether a far-flung California office felt meaningfully connected to the firm’s core.
A common thread among many firms that broke into the California market was a focus on California-specific practices—whether through partners already based in the state or by shifting existing partners into areas like venture capital from other offices. This strategy often made good sense, but it didn’t always succeed. For example, when a firm’s major offices were geared toward top-tier private equity work, it was difficult to support a venture-focused partner in California who lacked a natural internal network. In those cases, it felt like trying to fit a round peg into a square hole. However, some firms tried to transplant their formal East Coast (or London, etc.) culture to the West Coast, and the reviews have been mixed. While there’s a lid for every pot—and these more traditional, highly ranked firms (by Vault, for example) certainly appeal to a specific type of lateral associate or partner—people choose to live in California for a reason. The idea of “vibes” might seem vague or even superficial to some, but it’s exactly what many of my candidates are seeking: family-friendly vibes, a respectful approach to flexible work-from-home policies, and a generally laid-back atmosphere.
To the firms that haven’t yet come over – dive in, the water is fine. We welcome all comers out here in the Golden State; however you choose to make your initial mark.
