Erin Snow is dabbling in retail for the first time with a pop-up store at the Sundance Film Festival.
The brand, known best for its high-end skiwear, will host an 825-square-foot space in Park City, Utah, from Jan. 17 to 27, in hopes of introducing the brand to the celebrities attending the event as well as skiers frequenting the resort town.
“This is our first time doing a pop-up store and our first time ever having a physical retail store — we only sell online and through wholesale,” said Erin Isakov, owner and designer of Erin Snow, which launched as a niche luxury winter sports brand in 2003. “I’ve always thought about opening a store, and this is a great way to test the retail waters.”
Taking over a real estate office at 312 Main Street, near the Egyptian Theatre, the Erin Snow pop-up will be open from 10 a.m. to 10 p.m., though it will close for appointments with VIPs. The store will sell the winter ski line, winter ready-to-wear and the new spring sportswear collection inspired by tennis, golf and sailing, which launches this season.
Isakov projects the store will do up to $30,000 in retail sales, which would yield a small profit. She’s keeping the costs down, employing herself and staff from the New York office to work there, and using easily set up fixtures. But the intention is less sales than marketing, particularly to celebrities and visitors from Los Angeles, where Erin Snow is not sold.
“We may make a little profit, but the main goal is to build brand awareness,” Isakov said.