Nautica brought a little of the seashore to a misty Manhattan night to celebrate the opening of its first U.S. pop-up on Wednesday.
Guests were treated to Luke’s lobster rolls and clam chowder as they checked out the shop on 19th Street and Fifth Avenue in the Flatiron District.
The shop carries men’s and women’s wear — marking a reintroduction of the women’s collection to the States — and offers the brand’s elevated collection.
Unlike most pop-up shops, the store looks like a permanent location with its nautical-inspired design and marketing imagery.
Karen Murray, president of VF’s sportswear coalition, said the pop-up is a “precursor” to the company’s full-price stores it will be opening in the first quarter of next year.
In fact, she revealed the company is actively looking at a space across the street for a permanent store. “It’s even more beautiful than this,” she said. “We’re about to sign the lease.”
Murray said the pop-up space, a former luggage store, is carrying half men’s and half women’s wear along with some nautical-inspired gifts including sea salt and licorice. The apparel ranged from beefy cashmere sweaters to outerwear and jeans.
“The prices are much higher than at the department stores and there’s also exclusive product,” Murray said. “But everything is good for holiday gift-giving.”
She said Nautica this week offered 42 pieces of the upscale collection online and the results have been encouraging. “We’re talking about $200 or $300 cashmere sweaters,” she said. “And we’re selling both men’s and women’s wear.”
The pop-up had its official opening on Thursday and will remain open through the holidays.