Lingerie brand Adore Me announced it will open its first pop-up shop in time for Valentine's Day.
The exclusive shop will be open only to select customers and the press, reported the New York Post. The online retailer is taking over the penthouse suite at the Hudson Hotel in New York City from Feb. 3-5 to unveil its Valentine's Day collection.
All other customers will have to wait until later in the year when the company plans to open Adore Me–branded stores.
A physical presence will help the retailer compete with lingerie powerhouse Victoria's Secret, which was one of three stores topping female millennial gift lists for the 2015 holidays. Victoria's Secret also ranked No. 1 for the top perceived apparel retailer in the first half of 2015, according to YouGov.
-See this New York Post article
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