Tamara Mellon to launch mobile closet in Boston
Direct-to-consumer luxury brand Tamara Mellon is launching a new traveling retail concept, dubbed the ‘TM Closet.’
The mobile concept is a 24-foot truck with floor-to-ceiling glass panels, which the brand called “the first-ever traveling shoe closet," in a press statement.
The concept is inspired by Tamara Mellon’s first brick-and-mortar location at Palisades Village in Los Angeles, and replicates the shop's concept. Inside, shoes will be displayed in every size to create a series of shoe walls that customers can browse.
The truck will make its first stop in Massachusetts, setting up shop in Boston’s Seaport. Situated near Glossier’s Seaport pop-up, the TM Closet will stay in Boston from September 12 through September 15.
The traveling activation will pop-up in multiple cities throughout the U.S. from September 12 through mid-December, following up its Boston debut with stops in New York City, Tysons, Nashville, Atlanta, Houston, Dallas, Scottsdale, Newport Beach, Los Angeles and the Bay Area.
"We are always looking for new ways to make luxury accessible to more women," said Tamara Mellon, co-founder of the brand.
"Driving cross-country to meet our customer gives us the unique opportunity to connect with her in person. To better understand our woman and her needs, nothing is more valuable than a face-to-face conversation."
The TM Closet launch follows the brand's Series C fundraise of $50 million, which brought the brand’s total capital raised to $87 million.
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