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Online menswear retailer jumps into physical retail

Huckberry is the latest online retailer to try out brick-and-mortar retail with a pop-up.

The San Francisco-based men's retailer announced plans to open its first retail location, a pop-up in Manhattan’s West Village. Open from November through January, the space will be equal parts store and inspiration, the company said, and will combine “actionable adventures” with product.

The store will feature seven unique adventure itineraries, ranging from the local ( a West Village Drinking Tour with Jack Kerouac) to the more far away (72 Hours In Iceland.) Each \will offer a free itinerary that customers can take with them, and insider perks at select stops (exclusive savings, VIP treatment, etc.). It will sell an edited selection of men's apparel and footwear, gear and gifts for sale — most of which are exclusive to Huckberry — targeted to each itinerary.

In addition, the pop-up will offer in-store events such as fireside chats with Huckberry “ambassadors,” product demos, and live programming with Huckberry partners, including Men's Journal and Popular Mechanics. The event series will kick off with an Iceland Q&A and book signing with adventure photographer Chris Burkard on Tuesday, Nov. 6.

"Our vision is to build the most inspiring men's retailer in the world through exclusive gear, original storytelling, and immersive experiences," said Richard Greiner, Huckberry co-founder. "We've always believed that our customers don't just buy products; they buy products that inspire new adventures and experiences. It's been fun to bring that vision to life and experiment with our first true brick and mortar store experience — as Albert Einstein once said, 'play is the highest form of research.’”
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