EASTBOUND: Jenni Kayne’s brand of laid-back, California cool is making its way to the East Coast this summer. On May 16, the Los Angeles-based designer will open a pop-up shop at 2 Main Street in Southampton, marking the brand’s first official dip into the New York retail market. Kayne, who has a hands-on approach with her stores, felt the timing was right: “I wanted to have more of a presence without signing a long-term lease in the city.”
The company has three flagships in California and plans to open two more in Newport Beach and Palo Alto this summer, all of them stocked with accessories, beauty and home goods in addition to apparel. “We’ve really been expanding our retail on the West Coast — it’s a huge part of our business,” Kayne said. “I believe in getting as close to our customers as possible. When customers walk into our store, they get it. It’s a lot harder [to get who we are] when going to another boutique and seeing clothes on a rack.” She plans to work with local vendors and artisans to host events at the Hamptons shop, similar to the floral workshop she recently hosted at The Apartment by The Line in Manhattan in April. Open through September, the 1,258-foot pop-up will also sell a curated selection of items from The Great, Birkenstock, Barton Perreira and more.