ModCloth preps DC pop-up

Online retailer ModCloth will open a pop-up in Washington, D.C. this week as part of a four-city tour that will bring showrooms to shoppers.

The multi-city tour is called IRL (In Real Life) and each stop will host the shop for a month. The first, in Georgetown, bows on June 10 and runs through June 25.

ModCloth's message of body inclusivity will be infused into the store, with a range of both work and weekend wear, swimwear and the brands' new bridal line – which will be available for fittings.

Shoppers can book appointments or just walk in. But the store won't fulfill orders; instead, those will be placed online and shipped to shoppers at home.

The store will also feature a small collection of vintage items, home decor and accessories, according to Washington's Top News.

The next three stops on the IRL tour are Portland, Oregon; Colorado (location TBA); and Pittsburgh.

With this effort, ModCloth joins a growing group of online merchants opening stores or webrooms to let shoppers touch or try on merchandise, then complete the purchase as an online order.

For more:
- see the Modcloth tour schedule
- see this Washington's Top News story

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