United Colors of Benetton Comes Back to the US
United Colors of Benetton will open an inventory-less pop-up shop on October 25, its first U.S. pop-up in more than four years.
Located in the Santa Monica Place shopping center in Los Angeles, CA, the four-week Pop-Up event will offer exclusive lines from the 2019 Milan Fall Fashion show and conclude on November 24, 2019. The shop will be a physical monument to the brand's colorful energy and a representation of its broad e-commerce offerings.
"With the exception of the clothing on display, the Santa Monica 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. All items will in the pop-up will be available through a new U.S. e-commerce platform us.benetton.com.
The shop 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.