Lole unveiled a splashy new store on Mercer Street in Soho on Monday, and when you’re there, the company wants you to feel like you’re hanging out at home, chatting with family around the kitchen table.
“Our Manhattan store is not only a place to shop, it’s a place to live our lifestyle, to gather people, to come with friends,” says marketing and retail VP Isabelle Mille.
The Montreal-based fitness fashion brand has 35 stores around the world, with the largest number in Canada. It previously operated a mini store of sorts it called a “Showtique,” in Tribeca, before closing it last year. The Soho store will be the first shop to represent the brand’s full concept in New York.
In the store, a large wooden table outfitted with colorful tree-stump stools (or “the kitchen table”) occupies the center of the space. Ipads are left out for shoppers who need to check Facebook or whose husbands would rather sit and watch Youtube videos than give feedback on leggings.
You won’t find a traditional register, either. Just an employee sitting at the same table with her own iPad, which she’ll use to ring you up. There’s even a “pantry” full of supplies that may add flavor to your workout tank purchase, like Gaiam yoga blocks and BKR water bottles.
Lole plans on hosting wellness workshops and events in the space, especially with its ambassadors like Elena Brower, Colleen Saidman Yee, and Lauren Imparato. There’s not enough room for in-store workouts, but the team will continue to produce “meet-ups” off-site, like the summer series on Pier 25.
Oh, and the clothes! The small space packs in apparel from each of the brand’s many collections. Running and yoga wear is towards the front, with the premium White Collection and lifestyle apparel near the back. There’s also a wall of leggings, select swimwear, and a nice selection of outerwear, which the brand is known for.
And a pretty storefront with big windows and a “green” wall invites the neighborhood’s many sidewalk shoppers in for a taste of what Lole has cooking. Says Mille,”To open in Soho is to give an international window to our brand.” —Lisa Elaine Held
Lole, 112 Mercer St., between Prince and Spring, New York City, www.lolewomen.com
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