United Colors of Benetton to open US pop-up store
United Colors of Benetton is to launch its first pop-up shop in the US in more than four years.
Situated in the Santa Monica Place shopping centre, the shop will remain open for four weeks from 25 October.
The store has been designed to showcase Benetton’s new approach to streetwear-inspired design and sustainable fashion under the artistic direction of Jean-Charles de Castelbajac. It will offer exclusive lines from the brand’s autumn 2019 Milan fashion show.
With the exception of the clothing on display, the pop-up will operate without any inventory as the brand looks to eliminate waste and promote a seamless brand experience.
Andrea Rossetto, United Colors of Benetton’s US representative, said: “Customers will be able to try on and interact with the clothing, but then all purchases will be made through the in-store online portal and shipped directly to the customers’ home.”
Benetton’s executive chairman Luciano Benetton has previously said that the brand is considering re-opening stores inthe US on a more permanent basis following strong sales online.
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