ModCloth opens Union Square pop-up, launches in-house line

Online retailer ModCloth announced it will open a pop-up shop between July 30 and August 17 in San Francisco's Union Square. Slightly different than the average pop-up experience, items cannot be purchased in the store, but shoppers can try on items and make online purchases for at-home delivery.

The motivation behind the initiative was a massive response to ModCloth's recent LA IRL event, which had more than 5,000 consumers in less than 24 hours, SFStation reported. "There's a lot of love for the brand, and our customer is eager to engage in new ways," said Susan Koger, co-founder and chief creative officer of ModCloth.

The pop-up store will include limited edition, San Francisco themed t-shirts, stylist services, the option to reserve a fitting room online, and exclusive accessories and home goods that can be bought on-site. In addition, purchases over $150 are shipped for free.

ModCloth joins the growing list of online retailers opening physical showrooms, including Warby Parker and Bonobos.

A big week for the retailer, ModCloth, after 13 years, also announced the launch of its first full line of branded apparel, Women's Wear Daily reported. The collection contains more than 98 pieces ranging between $35 and $150, in sizes XS to 4X. The line will be revealed at the 2,250 sq. ft. pop-up shop. 

Until now, ModCloth has sold apparel from outside vendors, with an occasional in-house collection. The move is part of a fresh start for the retailer after a rough 2014, which included the stepping down of CEO Eric Koger and the assumed leadership of CEO Matthew Kaness. The company also laid off 120 of its 500 employees.

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

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