Boohoo plans Carnaby Street pop-up for Nasty Gal

By

Sandra Halliday

Published
Oct 25, 2017

Boohoo hasn’t shared a huge amount of information about its plans to put its American acquisition Nasty Gal back onto the recovery trail, but we do know that it’s getting ready to open its first UK pop-up store early next month.

The brand, which enjoyed a spectacular rise and an equally spectacular fall in its domestic market, has been relatively low-key in the UK until now. But after buying it earlier this year, Boohoo has chosen one of London’s highest-profile locations for its first pop-up and its first physical store outside of the US.

It will open on November 2 on Carnaby Street in London’s West End, a key location for brands targeting Millennial shoppers and tourists.

The 2,740 sq ft space had been occupied by another US firm that famously enjoyed its own headline-grabbing rise and fall, American Apparel.

It will stay open until November 29 and as well as offering fashion and accessories from the main autumn collection, it will also act as a showcase for the new Studio Collection. The line launches on November 7 but as an added inducement, the pop-up will have a preview of the collection.

Given Boohoo’s and Nasty Gal’s online roots, store customers will be able to order styles not in stock online and take advantage of next-day delivery services to their home or have them delivered to the store for click & collect.

And with experience retail being the key theme of many pop-ups at present, the store will also act as a venue for live talks, and will host DJs and other events.