Boohoo launches first pop-up store in New York

By

Anaïs Lerévérend

Published
Oct 31, 2014

Still just a budding member of the fashion industry, the British e-retailer Boohoo has decided to meet its clients face-to-face with its first physical sales space. The experiment, which was launched on October 30, will be conducted for one week in one of its main markets: the United States. Launched in 2006 in Manchester, Boohoo, which is an emerging competitor of Asos, decided that it would be a better idea to test out its first pop-up across the Atlantic rather than in Britain.

The company’s first pop-up opened its doors on October 30 in New York, at 462 West Broadway. At 4,300 square feet, the ephemeral space should help to boost awareness  about Boohoo in the US, in particular on social networks. 

Besides planning musical events to promote the store, Boohoo will also offers exclusives and special previews to the store’s clients. The store selection has been culled from 8,000 men’s and women’s pieces available online - menswear having been launched in 2013, the same year the site was launched in France.