- Robyn Turk
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For the first time in four years, United Colors of Benetton is
carrying out retail operations in the U.S. The Italy-based fashion
brand will open a pop-up store in Santa Monica, CA this week, and is
considering reopening stores on a more permanent basis in the
country.
Opening on Friday, October 25, the United Colors of Benetton pop-up
space will run for four weeks, featuring the brand’s exclusive lines
from its Fall 2019 collection. United Colors of Benetton hopes to show
U.S. consumers its new approach to streetwear-inspired design and a
renewed commitment to sustainable fashion created under the artistic
direction of Jean-Charles de Castelbajac in the space.
The Santa Monica pop-up will be a unique physical retail space in
that it will not carry any physical inventory on site, as a means to
eliminate clothing waste.
“With the exception of the clothing on display, the Santa Monica
Pop-Up will operate without any inventory,” said Andrea Rossetto,
United Colors of Benetton’s U.S. representative, in a statement.
“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.”
All items will be available for purchase through the brand’s newly
launched U.S. e-commerce site.