In time for Memorial Day, London-based swimwear label Heidi Klein has opened a pop-up store in Southampton at 46 Jobs Lane.

Designed to be reminiscent of a beach hut retreat, the shop features whitewashed wood adorned with palm tree leaves, bleached coral and driftwood. The 800-square-foot space is infused with a faint scent of coconut and offers bikinis, tanks, cover-ups, kaftans, hats, bags, sandals and jewelry. Having had a Lexington Avenue store a few years ago, cofounder Heidi Gosman said shoppers there routinely suggested the company set up a Hamptons location, since many of them summered there. Heidi Klein shoppers in the brand’s two London stores, who also vacation in the Hamptons, reinforced that idea, she said. Considering that American women tend to like swimwear with a fair amount of coverage, she expects the brand’s rollover classic bottom and a bandeau top with detachable straps to be among the bestsellers.

“Everything is designed to be adjustable and very versatile. They can change their look whether they are going to the beach, the pool or the bar. Depending on your mood, you can change the way you look,” she said.

Started as an e-commerce business 12 years ago, Gosman and her cofounder Penny Klein now also have a store in Tivat, Montenegro, and a new pop-up shop in Selfridges. They are also considering a pop-up store in Ibiza and hope to open a Madison Avenue boutique in New York in the next year or two, Gosman said. The label is sold in 39 countries via its 150 wholesale accounts. Kate Moss, Olivia Palermo, Gwyneth Paltrow and Jennifer Aniston are a few of the brand’s more recognizable fans.

Gosum said Heidi Klein executives are speaking with Hamptonites about hosting trunk shows in their homes or by their pools. “It’s really great for us to be in the moment. We do the same thing in Porto Montenegro where there are super-yachts bobbing on the bright blue Bay of Kotor,” she said. “We’re used to London, which is usually cold and rainy.”

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