United Colors of Benetton to pop-up store in US

United Colors of Benetton is set to open its first pop-up store in the US in more than four years.

The store will be located in the Santa Monica Place shopping centre, and will be open for four weeks from October 25^th.

The store will showcase the brands new approach to streetwear inspired design and sustainable fashion, led creatively by Jean-Charles de Castelbajac.  It will stock exclusive lines from its autumn 2019 Milan fashion show.

The store will not hold any stock other than that on display, in a bid to eliminate waste and promote a seamless brand experience.

Andrea Rossetto, United Colors of Benetton’s US representative, said: “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.”

Following strong online sales in the US, the executive chairman Luciano Benetton has previously said that the brand is considering re-opening stores there on a more permanent basis.