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Online men’s activewear brand tries on brick-and-mortar


Rhone, a maker of high-quality activewear, has made its first foray into the physical space with the launch of a holiday pop-up in New York City's SoHo neighborhood. And while the SoHo shop will only be open through January 15, 2016, it could be a harbinger of things to come.

“This is the perfect opportunity to interact with our customers and understand how we can best serve them and our community," said Nate Checketts, co-founder and CEO of Rhone. "We plan to take this knowledge and expand to other areas of the country to give as many people as possible a hands-on experience and access to the product."

Rhone partnered with interior design and architecture firm, Reform Creative, whose clients include such other click-to-bricks brands as Bonobos, Warby Parker, on the temporary store. Drawing inspiration from city infrastructure and the contrast of old and new, Reform Creative collaborated with local custom cabinetmaker, Stand & Build, to develop custom blackened steel and diamond pattern metal mesh fixtures that emulate the Rhone brand ethos of form and function.

"At Reform Creative, we love partnering with up-and-coming new brands to channel their energy and innovation into the built environment," said Melissa McMillan, principal at Reform Creative. "We especially enjoyed working in collaboration with the Rhone team to create a space that is functional, fun and impromptu.”

Rhone plans to utilize the pop-up shop as a platform for launching new and exclusive products while gaining immediate customer feedback. Although currently a men's-only brand, Rhone has invited Alala, a women's luxury activewear brand to the party, starting on Nov. 20.

Rhone plans to offer a variety of in-store events throughout the duration of the pop up, including a partnership with Shortcut, an on-demand grooming service for men that will have a professionally trained barber providing customers with on-site services while they shop.

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