Primark's entry into the U.S. is one of the biggest stories in retail this year -- so it's only fitting that the online retailer most often described as the "online Primark" would be seeking to make itself a household name in the U.S. as well.
On Thursday, Boohoo.com opened a pop-up shop at 462 West Broadway in SoHo featuring two floors of men's and women's apparel and accessories from its website, most priced between $20 and $60. Visitors can examine the clothes on the racks -- it's a decent-sized selection, but only a fraction of the 8,000 products Boohoo carries on its site at any time -- and then place their orders on the website via touchscreen. Shipping is free to the U.S.
Boohoo launched the U.S. version of its website only a year ago, and the U.S. is currently its fourth largest market after the UK, Australia and Europe, says Carol Kane, joint chief executive of Boohoo. "A large part of our U.S. strategy is to increase brand awareness and so the timing was right for a marketing activation that would help us do this," Kane says of the pop-up, adding that the company scouted a number of East Coast locations "where footfall was high" before the West Broadway store became available.
To draw shoppers in, Boohoo will be hosting a number of music events and blogger meet-and-greets (you can see the schedule here). The store is open from 11 a.m. to 7 p.m. seven days a week until Nov. 14.