J. Hilburn, a Dallas-based direct seller of men’s wear, is set to unveil its first brick-and-mortar location: a 1,400-square-foot pop-up shop at 91 Grand Street in New York’s SoHo neighborhood. Billed “A Fortnight in SoHo,” it will open Wednesday.
“The driver behind why we wanted to do a pop-up is brand building,” said Veeral Rathod, president and cofounder. “What separates brands is the deep emotional experience they have with their customers. Men’s wear is less about the piece you buy than creating trust in the brand and stylists.” J. Hilburn has a national network of over 3,000 stylists who visit customers in their homes and offices to sell custom shirts, trousers, sport coats, suits and accessories. “We believe that if we can create a physical manifestation of the brand, we can build that trust a lot quicker.”
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