Boohoo announced it will open its first pop-up store in SoHo. The apparel retailer, similar to Forever 21 and Zara, stands to be successful in the world of fast—or in the case of Boohoo, very fast—fashion in the United States.
The 4,000 sq. ft. two-level pop-up will open on Nov. 1 and be open through Nov. 15, reported Women's Wear Daily. New trend-driven items will arrive weekly.
Apparel has a life cycle of four to six weeks, therefore, Boohoo's Stylefix magazine comes out according to that same calendar—an issue is given to customers with every order.
"If I talk about our product strategy, it's of newness," co-founder and CEO Carol Kane told Women's Wear Daily. "We have 500 lines delivered every single week. You can't support what we do very easily in a store environment. You can have a collection here, but it's going out of stock as quick as it's going in."
Boohoo launched as a strictly e-commerce site eight years ago. Now it has physical stores in Ireland, Australia, New Zealand and the United States. However, the brand is not eager to open any permanent stores in the United States anytime soon. With the speed the company pushes out lines, it just wouldn't make sense at this time.
The company's move is similar to Amazon's (NASDAQ:AMZN) recent announcement that it would open pop-up shops in San Francisco and Sacramento. The e-commerce giant may not have plans to maintain physical stores permanently, but it gives the company extra leverage and shipping options for the upcoming holiday season.
Boohoo does not see their business as a threat to established fast-fashion retailers such as H&M and Zara.
"We don't see it as an assault on these players, as our strength is online and their strength is in bricks-and-mortar," Kane told Women's Wear Daily. The pop-up shops are a great way to generate buzz and start introducing American consumers to the brand.
Retailers often use pop-up shops as a way to familiarize shoppers with a new brand. For example, Shannon and J.J. Wilson, wife and son of Lululemon's (NASDAQ:LULU) founder and former CEO Chip Wilson, recently launched a streetwear clothing boutique, Kit and Ace. As an introduction to the brand, pop-up style outlets are set to open in the upcoming months in Toronto, New York, San Francisco and three other cities.
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