U.K. online retailer Boohoo.com has arrived in New York City, opening its first-ever brick-and-mortar store. From now until Nov. 15, shoppers can get a taste of the e-tailer’s trendy products and affordable prices at its 4,000-square-foot pop-up shop in SoHo.
The store showcases the brand’s distinct themes for fall, including a white lace collection, sport-inspired denim and bold painterly prints, in a bi-level gallery-like space. Prices range from $20 for dresses to $60 for coats. Shoppers also have in-store access to the Boohoo’s online content.
Boohoo.com launched its U.S. e-commerce site in the fall of 2012, six years after it debuted in the U.K. Since its inception, its has also encroached on the fast fashion market in Ireland, Austria and New Zealand, with prices comparable to Forever 21 and threads cut from the same forward-thinking cloth as Asos, Nasty Gal and H&M. However, the company has differentiated itself by including its Stylefix magazine, produced by its own team of editors, with each order.
New York City is becoming fertile ground for online retailers to try their hand at brick-and-mortar. Following in the footsteps of e-commerce companies like Warby Parker, BaubleBar and Piperlime, the Wall Street Journal reported earlier this month that online giant Amazon would open its first store on Manhattan’s 34th Street in time for the holiday shopping season. Likewise, the online men’s e-commerce retailer, Trunk Club, announced plans to set up shop in the city.