Nordstrom launches Pop-In series with Korean fashion and beauty brands
Nordstrom on Friday announced the launch of [email protected], a new, three-part shop in series featuring Korean fashion and beauty brands. The series launched with eyewear brand Gentle Monster from Seoul.
Each Pop-In shop will feature a unique design that best represents the participating brands. Gentle Monster, the first participant, is offering a selection of 40 men’s and women’s eyewear frames in store and six exclusive styles available only at [email protected]
In addition, the retailer and the eyewear brand produced a 360, virtual reality experience that allows customers to experience the Gentle Monster flagship stores in Shanghai, Nonhyeon-dong and Bukchon stores in Seoul, South Korea and the Downtown Seattle Nordstrom Pop-In shop.
Founded in 2011, Gentle Monster is one of the fastest growing brands in Asia. In February 2016, the Seoul-based brand opened its first store in New York City following collaborations with Hood By Air, Opening Ceremony and Tome that garnered exposure in the US. Gentle Monster currently operates 10 standalone stores in North America and Asia.
"Gentle Monster is excited to be a part of [email protected]," said Taye Yun, VP Gentle Monster USA. "This amazing opportunity allows us to reach out to Nordstrom customers through space and design. Although we have been present in select Nordstrom stores, Pop-In provides us with the platform to creatively connect directly with customers and introduce our brand in a new and exciting way."
Nordstrom launched its [email protected] series in October 2013 and has featured partnerships with Aesop, Warby Parker, Vans, Opening Ceremony, Topshop and Topman, Paris retailer Merci, Rag & Bone, Converse, Liberty London's Flowers of Liberty collection, Los Angeles based Poketo, the Italian Trade Commission, and Danish home goods brand HAY, and it debuted the Hong Kong fashion collective I.T. in the U.S. Nordstrom launched Pop-In shops with Alexander Wang and Nike last fall.
The interest in Korean brands from Nordstrom VP of Creative Projects Olivia Kim follows Opening Ceremony's increased interest in brands from the region. In November, the retailer entered the beauty market with the launch of 25 beauty products from Korean brands such as SKINRx Lab, Memebox and Manefit. In addition, the Ministry of Food and Drug Safety reported in August that South Korea is now the number 2 cosmetics exporter behind China and France.
[email protected] x Gentle Monster will be found at the Nordstrom website and at Nordstrom locations in Seattle and Bellevue, WA; Dallas, TX; Los Angeles; Chicago; and Toronto and Vancouver in Canada.
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