Simon Property Group debuted an ephemeral retail concept for holiday 2017 that’s outlasting the typical pop-up shop. And now the mall owner is tweaking its original concept.
Last November at Roosevelt Field mall in Garden City, N.Y., Simon introduced The Edit, a pop-up shop that rotates different brands through cordoned-off spaces inside its shopping centers. The experiment’s been a hit—so much so that Simon’s launched a second phase of it, dubbed The Edit @ Roosevelt Field: The International Edit.
The temporary store, which opened March 8 and will run through midsummer in a corner retail space inside the mall, features a lineup of global brands in the fashion accessories and beauty categories.
Simon worked with omnichannel retail platform HiO to curate the store. HiO’s primary business is “aggregating forward-thinking brands from around the world,” according to a statement from the company.
“We are thrilled to team up with HiO for the next phase of The Edit @ Roosevelt Field,” said Zachary Beloff, national director of business development for Simon, in the same statement, adding that HiO has been “an incredible resource in bringing international brands to the United States and bringing coveted international merchandise to our loyal Roosevelt Field customers at an affordable price.”
Several brands showcased within The International Edit are making their American—and brick-and-mortar—debut. HiO cofounder Sever Garcia told Retail Dive that many of these boutique brands would otherwise have a less smooth (and high-profile) transition into U.S. brick-and-mortar retail.
The lineup includes Parfois, a Portuguese women’s fashion accessories brand; handbag maker Emma Lomax London from the U.K.; Spanish fashion sunglass brand Hawkers; Tonic Australia, which offers wellness-related goods such as eye pillows and cosmetic bags; Danish candlemaker and fragrance company Skandinavisk; and French skin care brand Compagnie de Provence.
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