The Web site, owned by Gap Inc., this fall will open a 4,000-square-foot store at 121 Wooster Street in New York, marking its initial move into physical retailing and the first of what could become a chain of stores.
“The store will have a women’s focus,” said Jennifer Gosselin, senior vice president and general manager of Piperlime, of the SoHo unit. “We will have clothing and we’ll be showing our disproportionate love of shoes and accessories. There will be a mix of discovery and established brands across all categories. The store gives us a great opportunity to create a multichannel or omni-channel experience, which is how we know our customers are shopping today.”
In fact, Piperlime maintains a close dialogue with its shoppers. It was customers who whispered the idea of a physical store into Piperlime’s proverbial ear. “Piperlime’s customer has been asking us for a place where they can experience the brand,” Gosselin said. “We feel New York is the perfect place.” Asked whether Piperlime will open additional brick-and-mortar stores, Gosselin said, “We will follow her [the customer’s] lead in that regard.
Piperlime carries more than 500 apparel, footwear and accessories brands for men, women and children, ranging from casual to designer. “Obviously, the store is smaller than the site so that gives us the opportunity to further hone the editing,” Gosselin said. “We’ll have an assortment that’s smaller on the site. We’re responding to what the customer wants.”
This is not Piperlime’s first foray into brick-and-mortar retailing. The Web site in 2010 launched its first pop-up store in SoHo, which remained open for 25 days overlapping with New York Fashion Week.