Fast-growing online clothing brand trying on brick-and-mortar
The online clothing brand know for its “radical transparency” is putting down physical roots in its hometown and in the Big Apple.
Everlane will open its first two permanent retail stores in early December — a flagship in its headquarters city of San Francisco and another one in downtown Manhattan.
The stores will not be Everlane’s first foray into physical retailing. The brand previously opened a series of pop-up shops in New York City, and last year it opened a showroom inside its headquarters showcasing and selling existing and new products. The showroom design mirrored the streamlined, minimalistic style of the clothing on display.
In September, Everlane collaborated with Nordstrom in the department store retailer’s themed pop-up shop concept, [email protected] The in-store shop, which ran in eight Nordstrom locations from Sept. 29 through Nov. 12, carried a wide range of Everlane goods, including denim, cashmere, shoes, leather goods, with goods for men and women.
Everlane was founded in 2010 as a direct-to-consumer brand selling modern basics for men and women, with a promise of “radical transparency.” On its site, the retailer discloses how much it costs to make each item, breaking it down by materials, labor, duties and transport. It also reveals its markup. Everlane is also transparent about the factories where its products are manufactured, taking a hands-on-approach to ensure each factory’s integrity.
The upcoming Everlane flagships will open on December 2, according to the The Washington Post, with the New York location about 2,000 sq. ft. and the San Francisco store at 3,000 square feet.
Calvin Klein opens tech-savvy pop-ups with Amazon
Calvin Klein is teaming up with Amazon Fashion to open pop-ups and sell some items only on Amazon this holiday season.
The two companies have launched Calvin Klein X Amazon Fashion, a holiday retail experience that includes pop-ups in New York City’s SoHo area and Santa Monica, Calif., as well as an online brand store on Amazon.com.
The pop-ups will sell Calvin Klein Underwear products, including men’s and women’s underwear and loungewear offerings. The online site will also offer an expanded selection of Calvin Klein jean products. The stores and site will include some new, exclusive styles that will not be available in any other channels.
Visitors to the pop-up shops can purchase in store, or they can scan a bar code in the Amazon App to have their items delivered to their home. The fitting rooms will contain Amazon Echo devices, which will allow shoppers to ask Alexa various product questions as well as control the lighting and play music of their choice.
The pop-ups will also feature customization stations where shoppers can have their purchased products personalized with special embroidery. Content creation spaces will encourage shoppers to create their own unique, sharable social media clips. Lounge areas will connect shoppers between the bi-coastal shops via video calling on the Amazon Echo Show, allowing them to interact and exciting content in real time.
“We are proud to collaborate with Amazon Fashion on this exciting retail concept,” said Cheryl Abel-Hodges, head of Calvin Klein Underwear and president, the underwear group of PVH, which owns the Calvin Klein brand. “It is our goal to deliver an immersive and content-driven shopping environment to the consumer, and we are thrilled to introduce this experience to Calvin Klein and Amazon shoppers, both online and offline, just in time for the holiday season.”
First Look: Lululemon, Denver
Lululemon has expanded its footprint in Denver.
The specialty athletic apparel retailer unveiled its relocated store at Cherry Creek Mall, and also opened an entirely new location at Highlands Square. Both stores share a local focus, complete with interactive digital community boards, and feature the brand’s signature technical apparel for women as well as men.
The store at Cherry Creek was relocated to a larger (5,429 sq. ft.) site in the mall to allow more room for the men’s offering, which now takes up 1,050 sq. ft. The space is accented with state-of-the art light boxes that feature photos of local athletes and landscapes.
In keeping with the Victorian-style buildings of its setting, the 2,665-sq-ft. Highlands Square store features a facade that re-uses existing elements of the original brick facade. The interior features artistic contributions by a local Denver artist.