Free People to open standalone FP Movement store
Urban Outfitters-subsidiary Free People is set to open the first free-standing store for its in-house activewear brand, FP Movement.
According to a representative of the brand, the premiere FP Movement store will be opened this fall in Century City, California, located at 10250 Santa Monica Boulevard at the Century City outdoor shopping center.
A single-level store stretching 1,493 gross square-feet, the Century City store will exclusively carry pieces from FP Movement, including sets, sports bras, leggings, outerwear and more.
Special decorative features of the store include a white concrete base and a unique pink wash on the walls of the exterior, as wall as a 2'-0" FP Movement sign surface mounted to the wall, with exterior uplighting and tinted glass.
“When we created FP Movement, having stand-alone stores was always part of the equation,” said Sheila Harrington, president of Free People. “It’s a way to connect with the brand more fully. Digital, obviously, is very, very important. But the idea of being able to walk into a store, touch the product, connect with the people behind the brand, feels really important.”
In order make the process of opening a new brick-and-mortar store during Covid-19 run smoothly, the company said it will enforce a number of health and safety rules, including requiring masks to be worn by all employees, increasing cleaning routines, reducing hours of operation, enforcing social distancing and offering contactless pickup and cashless checkout, among other measures.
Currently, a total of 51 Free People stores carry the FP Movement brand. The rep was not able to comment on plans to open additional stores after the Century City location.
Copyright © 2020 FashionNetwork.com All rights reserved.