Madhappy

Madhappy has something new to smile about with its latest pop-up in Miami Beach’s Wynwood District, aligned to run alongside Art Basel.

The store, totaling about 1,500 square feet, remains open through Feb. 1 and will be celebrated with an opening party Friday evening.

“We strongly believe in the pop-up model,” said cofounder Peiman Raf. “It allows us to be in different areas at the best times of year. We did L.A. in the summer on Melrose Place. Last year we did Aspen in December.”

Raf started the business with brother and celebrity stylist Noah Raf, Mason Spector and Joshua Sitt. Sitt is the son of Thor Equities chief executive officer Joseph Sitt.

The company will also debut a capsule around Miami and Art Basel that will include heavyweight hoodies, sweatpants and hats. The store also carries the brand’s basics collection and is stocked with Madhappy’s newest collection, named Pearl Cove. Distribution of Pearl Cove will expand out to the Madhappy online store Dec. 11.

Madhappy

Looks from Madhappy’s Pearl Cove collection.  Courtesy Photo

Pearl Cove includes a few twists for the brand, chiefly the first time it’s dabbling in corduroy with three jackets and matching pants in navy, dusty pink and a mossy green color. The collection also introduced an even heavier-weight hoodie and sweatpants than what the brand’s previously debuted to the market, coming in at a 16-oz. combed cotton.

“The idea was to create some reminiscing-type qualities around places we all loved growing up,” Raf said. “The focus of this location is to showcase this new super-high-end product.”

The company continues to dabble in fits specifically for women, in the way of crew necks along with cropped T-shirts and hoodies.

The pop-up strategy has worked well for the young brand, along with many others, giving it an in-real-life presence in markets at times where it can capitalize on higher traffic counts of potential customers around certain events, such as Art Basel, or seasonality, such as summer tourism in Los Angeles.

Melrose Place in particular, which saw a pop-up from Madhappy over the summer, helped drive more conversion online for the brand from overseas in Asia and Europe, according to Raf.

“What’s interesting about Melrose Place is that they have such a unique group of retailers and food establishments, that it brings a certain kind of customer, but it’s also a highly tourist-trafficked area,” Raf said.

Madhappy

Inside Madhappy’s Miami Beach pop-up.  Courtesy Photo

In January, the company is expected to finalize a seed round of funding, which would be funneled toward development of the product assortment and a ramp-up in e-commerce, which is where most of the company’s revenue is generated. Madhappy is also considering a permanent door.

The company recently settled into new headquarters in downtown Los Angeles’ Arts District neighborhood. The space includes roughly 800 square feet of offices, two separate rooms, around 400 square feet each to be built out into a showroom and meditation-type concept that would be open to consumers one day a week starting as early as January and a roughly 1,500-square-foot outdoor area to be used for events and a lounge area.

Madhappy launched in 2017 with the basis of the brand around mental health awareness and has since hosted talks around the subject at its pop-ups. It also recently set up a charity portal on its web site that allows visitors to donate to one of three charities — Donor’s Choose, American Foundation for Suicide Prevention or National Alliance to End Homelessness — that Madhappy matches $1 to for that person.

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