LoveShackFancy Takes Mahjong Into Stores With Oh My Mahjong

The product launch was paired with mahjong parties in 13 LoveShackFancy boutiques the preceding day, according to company president Stacy Lilien. “I love finding partners who let us show up in new parts of our customers’ lives,” Lilien said.

Her comment frames the collaboration as an extension of the brand’s presence beyond apparel rather than just a new game accessory. A category extension built around in-store participation Mahjong gives LoveShackFancy a social activity that can be hosted in stores and continued at home.

The brand’s official product listing describes the complete set and lists it at $850 in the US, though availability should be checked at the point of purchase. That bundle positions the collaboration as a premium lifestyle product. The rollout connects product, store programming and online distribution.

LoveShackFancy has used partnerships in apparel before, including its Wrangler denim capsule; this one tests a different customer occasion.