The company, which ran a pop-up shop in Soho for 25 days in September 2010, will move permanently into a 4,000-sq.-ft. store in the area. The space will carry women’s apparel, shoes and accessories.
“We’re really excited to extend the brand and our mix of price points and labels into stores,” said Jennifer Gosselin, SVP and GM for Piperlime. “We’re looking at what this is going to do for the [Piperlime] brand in total.”
The executive spoke with Footwear News about key brands and creating a seamless omni-channel customer experience.
1. Piperlime started with footwear and later added other categories. How much will shoes be featured in the store?
JG: We really see footwear having a prominent place in the store, and in a way that will be unique and innovative in terms of how it is presented and what is available to the customer. We’re still in the design and build mode right now, but all this will be part of our big unveil in the fall.
2. How will you integrate the online and brick-and-mortar shopping experiences?
JG: There will be a constant thread through the DNA of the brand in the [design of the] store, and through the assortment that we offer. In addition, the celebrity guest editors — in particular, Rachel Zoe — have been a big piece of how we bring trends to life for our [e-commerce] customer, [so] we are exploring how to do that in a way that will best fit a brick-and-mortar environment.
3. What footwear brands do you expect to resonate with consumers?
JG: Some of the brands that are important to us on the site, such as Frye or Dolce Vita, will continue to be important in-store, but we’ll also mix in other brands and continue to refresh. There will be a constant flow of newness. We are also introducing Jeffrey Campbell in-store only [because] the brand is a really great fit for the store experience and the Soho customer.