E-commerce site Boohoo opens first physical store as a pop-up in NYC

The UK fashion e-tailer is offering its customers brick-and-mortar access to the brand for the first time ever, with a store located at 462 West Broadway, between Prince and Houston Streets, in New York City.

“The American market continues to be a key focus for boohoo and we are excited to be launching the brand’s first ever pop-up store in New York,” said Carol Kane, joint CEO of Boohoo, explaining the move. “We want the consumer to be able to experience our brand firsthand and at the pop-up visitors will be able to touch and feel the product and order straight from site.”

The store has put in place a special selection of men’s and women’s pieces, which has been edited down from Boohoo’s 8,000-strong online collection. In addition, the decor and the calendar of events (which include VIP evenings, collection previews, musical performances, guest hosts) are all designed to integrate fashion, music and tech. The store will be open seven days a week beginning Thursday, October 30, for the next three weeks.