Rue La La to pop-up in Boston

Flash sale site Rue La La is readying a pop-up shop in Boston in partnership with Cotton Inc.

The co-branded shop will be open on Boston's Newbury Street for two days, June 4 and 5. It's the first brick-and-mortar effort from the e-commerce retailer and is designed to showcase a collection of summer textiles made of cotton.

There will be a DJ, fashion illustrator, a GIF photo booth, treats and free tote bags. On June 5, blogger Jacey Duprie of Damsel in Dior will make an appearance. Duprie is the daughter of a South Texas cotton farmer.

"An enormous amount of the products Rue carries, from fashion to home, are made with cotton, so the continuation of this partnership is very natural and seamless for both of us," said Jeff Steeves, senior VP marketing, Rue La La.

The cotton collection will become available on Rue La La's website June 6 after the pop-up concludes and will be live for seven days.

The program is an extension of the 2015 promotional partnership between the two groups that featured celebrity spokeswoman Molly Sims, and another will launch in October.

"The pop-up shop concept evolves our collaboration with Rue La La in an exciting way," said Kim Kitchings, senior VP consumer marketing, Cotton Inc. "Today, retailers and consumers are trying to find the balance between online and in-store shopping. A concept pop-up shop bridges the gap and gives consumers a chance to touch and feel a curated collection of fine cotton apparel available through Rue La La."

Rue La La joins a growing list of e-commerce merchants and brands opening either pop-ups or brick-and-mortar locations. Just this week, jewelry brand Blue Nile opened a new webroom in New York.

For more:
- see this Rue La La press release

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