This October, United
Colors of Benetton will open the doors to its first United States Pop-Up
shop in more than 4 years. Located in the Santa Monica Place shopping
center, the four-week Pop-Up event will begin on October 25, 2019 and
conclude on November 24, 2019. The apparel will showcase the brand’s new
approach to streetwear-inspired design and a renewed commitment to
sustainable fashion under the artistic direction of Jean-Charles de
Castelbajac. The Pop-Up will offer exclusive lines from the 2019 Milan
Fall Fashion show, which unveiled experimental textiles and ecological
materials inspired by the sea.
The
Pop-Up shop will be a physical monument to the brand’s colorful energy
and creative DNA. The shop is also a representation of its broad
e-commerce offerings. “With the exception of the clothing on display,
the Santa Monica Place Pop-Up will operate without any inventory,” says
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.” This practice will eliminate
waste and allow for a seamless brand experience. Executive Chairman
Luciano Benetton has also recently noted that, due to strong online
sales in recent years, the brand is considering re-opening stores on a
more permanent basis in the United States.
“Because of our exceptional mix of on-trend brands, fresh experiences and outstanding demographics, Santa Monica Place is the ideal home for United Colors of Benetton’s first U.S. flagship Pop-Up in several years,” said Ken Volk, Executive Vice President, Business Development, Macerich. “Benetton’s sharp focus on sustainability is a terrific fit for this market, and for our company’s own commitment to both environmental stewardship and providing powerful physical spaces for innovative retail concepts.”
Founded in 1965, Benetton is a world industry leader in sustainable fashion and production. Always committed to social causes and reducing the environmental footprint of its activities, the company has implemented responsible and sustainable management of its operations to build a better environment for the fashion community. Most recently, United Colors of Benetton pledged that by 2025, 100% of the cotton used by Benetton will be sustainable: organic, recycled or sourced from Better Cotton Initiative (BCI) farmers.
Additionally, all items will be available through the new U.S. ecommerce platform us.benetton.com . Shipping is free with a purchase of more than $50; free returns and exchanges are also available.
