Athleisure brand Halara makes brick-and-mortar debut
Halara, a fast-growing women's activewear brand, has made its first foray into brick-and-mortar.
The digitally native brand, which launched in 2020 and has amassed a huge following on TikTok, is opening a pop-up in downtown Manhattan, which will run from May 31 to June 9. Designed by Pop-Up Mob, the 3,500-sq.-ft. store will showcase Halara’s leggings, shorts, skirts, dresses, tops and other items, including those made from the brand’s bestselling fabrications, including Softlyzero, Patitoff 2.0 and Breezeful.
Halara said its decision to venture into brick-and-mortar retail stems from a deep understanding of customer desires for tangible interactions with their products, received directly from its customer fanbase through social media and direct-to-consumer feedback.
“Establishing physical stores enriches community connections and provides a platform for real-time, face-to-face interactions and in-person sales, enabling the brand to gather invaluable feedback on their fabrics and silhouettes,” said Halara.
Looking ahead, the company said it aims to expand pop-ups into other top-performing markets such as Texas, California and Florida. It also plans to explore the potential for international retail opportunities in Europe, Japan, South Korea and more.
The New York pop-up is designed to immerse customers in the brand, with stylistic elements that embody movement and texture, creating an environment where customers can move fluidly through the space. Elements include a fabric wall that speaks to the brand’s machine learning tactics and sculpted architectural elements that translate to Halara’s sculpting product silhouettes.
Other details include branded Halara athletic-inspired photos and a stage at the rear of the store. Halara said visitors to the pop-up can look forward to a variety of in-store experiences, including workout classes, fireside chats and panels.
“At Halara, we pride ourselves on blending product innovation with customer insights,” said Gabby Hirata, global brand president of Halara. “Our decision to open a physical retail space in New York City underscores our dedication to providing hands-on experiences with our products. NYC’s vibrant energy and its role as a cultural and fashion epicenter make it the perfect setting for our inaugural pop-up store. This initiative allows us to deepen our community connections and create a space for direct, in-person interactions, enabling us to closely listen to our customers and gather valuable feedback. We are thrilled to bring the spirit of Halara to life, offering our customers a unique opportunity to engage with our brand in a new way.”