Crest & Co. opens first physical store for holidays

E-commerce destination Crest & Co. will open its first physical retail store this week. The pop-up shop will run through New Year's Eve and will be located in the front of Turnbull & Asser, located on 57th Street in Manhattan.

The temporary storefront will carry accessories, leather goods, home objects and collectibles from 14 brands, reported Women's Wear Daily. Several brands which are being shown in the United States for the first time. The most expensive item to buy is the Lalique speaker system, $25,000, but on the cheaper end of the spectrum are leather cardholders for $150.

"The idea is to have a physical presence during a time and a place that make sense versus a permanent something somewhere," Nima Abbasi, founder of Crest & Co. told Women's Wear Daily. "The idea is to go where our clients go. Physical was always part of our strategy."

Abbasi plans to open more pop-up shops in the near future and is in talks with potential partners in Tokyo and Paris.

The website launched over the summer and 80 percent of what's for sale is exclusively sold at crestandco.com.

Abbasi said that the average cart value in the luxury space is $1,000, while for Crest & Co. it's more than $3,500. Also the site is now open to the public (no longer invitation only), so the company can still cater to big and loyal spenders by emailing out secret URLs for VIPs that contain 500 products that are physically in New York. Upon request an item on this listing can be sent to a shopper's home to view before committing to buying it.

Crest & Co. joins other retailers who are putting up pop-up shops for the holiday season. Eddie Bauer announced the opening of a holiday pop-up in New York City that includes a Twitter-activated vending machine. And retail giants Target (NYSE:TGT) and Amazon (NASDAQ:AMZN) recently announced that they would open pop-up shops.

For more:
-See this Women's Wear Daily article (subscription)

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