Rue La La readies pop-up shop

Cotton lovers in the Boston area have a two-day opportunity to shop an in-store collection before it becomes available online.



Rue La La has partnered with promotional group Cotton Inc. for a second year. To kick off the collaborations, the brands will launch a custom-developed pop-up shop. The co-branded #SummerofCotton pop-up shop will be located on Newbury Street in Boston for two days, June 4-5.



This marks the first time Rue Lal La or Cotton Inc. have launched a pop-up shop. The limited-time brick-and-mortar store gives customers exclusive access to shop the cotton assortment early before it becomes available on RueLaLa.com June 6. The brands will showcase how cotton is so "cool for the summer" with seasonally themed outfit solutions.



"Rue is known for its fun and approachable take on fashion, as well as our keen art of storytelling," said Jeff Steeves, senior VP marketing, Rue La La. "Members expect this full experience when shopping on Rue, from the product they buy to the content they consume. Through this pop-up shop we are taking it one step further doing what we do best online – offline."



At the weekend pop-up shop, a DJ, a fashion illustrator, a GIF photo booth, sweet treats, free tote bags, and (on Sunday, June 5) blogger Jacey Duprie of fashion site Damsel In Dior will be on location.



Upon conclusion of the physical pop-up shop on Sunday, the cotton Boutiques will take over RueLaLa.com on Monday, June 6. The online shop opens at 3 p.m. on June 6 and is live for seven days.



"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."



In 2015, Rue La La and Cotton Inc. launched a multiplatform promotional partnership that included celebrity spokesperson Molly Sims, as well as social, email and branded packaging offerings. The partnership continues in October 2016 with a new online shopping experience.