STORE SPACES

Fast-growing online clothing brand trying on brick-and-mortar

BY Marianne Wilson

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.

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