Piperlime, the online brand from American clothing brand Gap, has opened its first physical location. The 4,000 square foot shop in SoHo in New York coincided its opening with New York Fashion Week and is selling apparel, shoes, jewellery and handbags for women.
Styled as a boutique, the store offers a curated selection of brands including Milly, Frye and Citizens of Humanity, as well as discovery brands including Tinley Road, Ash and Maison Scotch.
Keeping a link with the website, Piperlime has installed kiosks throughout the store that offers shoppers access to additional products online and orders placed in-store will receive free overnight shipping.
"We are thrilled to be celebrating the opening of our first Piperlime store in SoHo," said Jennifer Gosselin, senior vice president and general manager of Piperlime. "The Piperlime store brings the brand to life in a new and exciting way with an edited assortment of trends, inspiring head-to-toe looks and in-store associates to help our fashion-focused customers find styles from the brands she loves and introduce her to ones she'll love to discover."
Toby Lenk, president of Gap Inc. Direct, the division that houses the Piperlime brand, added: “Today's customers demand accessibility to their favourite brands across multiple channels. The benefit of being part of one of the world's best multi-channel retailers is the ability to leverage the resources and experiences that have gone into creating the company's unique and beloved shopping destinations, both online and in stores. We're thrilled that Piperlime can now offer their customers the best of both worlds."
Launched in October 2006, Piperlime combines editorial with shopping by using guest editors such as Rachel Zoe, Rachel Bilson and Olivia Palermo to show customers how to wear the season’s trends.