Benetton brings first U.S. pop-up in over four years to Santa Monica
United Colors of Benetton is set to open its first U.S. pop-up shop in over four years in Santa Monica, California.
Located in the Santa Monica Place shopping center, the four-week pop-up will launch on October 25 and run through November 24. In a press release, Benetton said the pop-up selection of apparel will showcase the brand's new approach to streetwear-inspired design and a renewed commitment to sustainable fashion under Jean-Charles de Castelbajac, who became the brand’s new artistic director in October of last year.
Among its product offerings, the shop will include exclusive lines from the 2019 Milan Fall Fashion show. For those who can’t visit the store, all items will be available through the brand’s new U.S. e-commerce platform, us.benetton.com.
In order to highlight its e-commerce channel and eliminate excess retail waste, sales at the shop will only be made through in-store online portals.
"With the exception of the clothing on display, the Santa Monica pop-up will operate without any inventory," said Andrea Rossetto, United Colors of Benetton's U.S. representative.
"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."
After predicting a return to profitability by 2020 earlier this year, brand co-founder and executive chairman, Luciano Benetton, said the brand is considering reopening U.S. stores on a more permanent basis as a result of strong online sales in recent years.
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