Esprit, the iconic lifestyle brand, has announced the opening of a long-term pop-up space at 130 Greene Street in New York City's SoHo neighborhood on May 11, 2023. This move follows the brand's successful reintroduction to NYC with its Prince Street pop-up store. The 3,000-square-foot retail location will serve as an experiential space where shoppers can fully immerse themselves in the world of Esprit, both past and present.
The Greene Street pop-up is a crucial step in solidifying Esprit's reintroduction to the North American market, according to William Pak, CEO of Esprit. He believes that the dynamic environment of SoHo, one of the most iconic neighborhoods globally, will allow customers to experience Esprit's brand pillars - playful, modern, and cool.
Esprit is set to officially relaunch globally in Fall 2023, focusing on modernizing the brand heritage and values for today's consumer. The SoHo pop-up store features Memphis Design terrazzo patterns, a curation of vintage items, and new campaign imagery, showcasing the brand's comeback. Archival materials from the celebrated 1980s and 1990s pay homage to the origins of Esprit's playful aesthetic, while mannequins dressed in vintage looks inspire shoppers.
The product range at the pop-up store includes a selection of new Summer 2023 styles alongside vintage pieces, connecting the brand's history of design and fashion innovation with its future vision. Shoppers will also have the opportunity to personalize their purchases with a dedicated customization station within the store.
This new pop-up is part of Esprit's expansion plan across North America throughout 2023 and 2024. The Hong Kong Stock Exchange-listed corporation currently operates about 160 retail stores, with an additional 450 franchise partner stores worldwide. Esprit returned to the U.S. in Fall 2022 with a pop-up in Los Angeles and plans to open another short-term pop-up in Los Angeles this Summer. Permanent retail locations are planned to open in New York City, Los Angeles, and Vancouver in late 2023.
Esprit's commitment to being the pioneer of a hyper-personalized consumer experience is evident in its global network of innovation headquarters. Design and creative efforts are led out of New York as the brand's Global Creative hub, while Amsterdam focuses on technology and denim innovation. Hong Kong remains the global administrative headquarters.
Pop-up shops have become a $50 billion industry, according to the American Marketing Association. They offer brands a chance to test new strategies, reach new customers, and create buzz about their products without a significant investment. Esprit's long-term pop-up space in NYC is an excellent example of how brands can leverage temporary retail venues to revitalize their presence and achieve consistent, sustainable growth.
