Embracing sustainability, style, and comfort has become the mantra of today’s discerning shoppers. Vivaia, a UK-based brand at the forefront of this movement, has garnered international acclaim for embodying these values in its footwear. Vivaia, a UK-based brand that embodies those values and features in its shoes, is growing in popularity internationally and in the US. Today, Friday, October 6th, the brand is launching its first US physical retail pop-up in New York City’s iconic SoHo at 89 Crosby St and will be open until Sunday, October 22nd.
“Our decision to open an experiential pop-up store was driven by our desire for a more intimate connection with our customers. After three years of digital engagement and valuable insights from our Japan pop-up, we’re eager to meet our customers face-to-face and let them experience our shoes firsthand,” shared Jeff Chan, cofounder of Vivaia.
The brand’s sales are exclusively online – no wholesale or other retail locations. However, the company anticipates a threefold growth year-over-year this year. It’s growing significantly, some of which can be attributed to the mass celebrity support, with women like Katie Holmes and Selena Gomez wearing its shoes.
Designing An Unforgettable Experience
The NYC store space is about 2,000 square feet and features over 100 styles showcased on floor-to-ceiling custom-made displays. Shoppers are greeted by a V-shaped window display of Vivaia shoes as they enter the store. NYC-exclusive styles are available to shoppers, canvas storage bags for those who purchase more than two pairs of shoes, and photo ops with a one-of-a-kind NYC and Vivaia skyline photo wall. The store was designed with Vivaia by Qwarch Studio and is just the beginning of the brand’s entrance into the US retail market.
“We collaborated with VIVAIA to craft the interior design to convey a sense of subtle warmth and tactile pleasure, aligning with the unique sensation of wearing our shoes, stated Quin Wu, founder of Qwarch Studio, adding that “notably, we’ve incorporated recycled fabric and wood from previous projects into our display system, echoing Vivaia’s ethos of repurposing materials into something both functional and beautiful. Despite the ephemeral nature of a pop-up store, our aim is to offer a lasting brand experience, leaving a memorable impression on anyone who steps inside.”
The design intentionally aligns with brand values while creating a memorable and unique shopper experience.
New York City: The Gateway For Global Brands
Vivaia is one of many UK-based brands that have opened stores in the US market over the last year. For instance, Astrid & Miyu launched its first store in NYC last year and recently opened its second location in the city on Bleecker St. in the West Village. Another example is Sunspel, a luxury British heritage brand, which opened its second US store earlier this year in Manhattan’s Upper East Side.
New York City does appear to be the first stop for many of these international brands, likely driven by its large population, diverse culture, and tourist draw. Similarly, Los Angeles tends to be the next stop. Vivaia has plans for a pop-up in LA and other wholesale collaborations in various cities across the US.
For a company just starting to build its name in the US market, physical retail is an excellent opportunity to reach shoppers transactionally and for brand awareness. A 2019 survey by the International Council of Shopping Centers found that opening a new store in a market leads to a 37% average increase in web traffic. More specifically, 80% of the store openings studied resulted in some gain to the retailer’s web traffic. Therefore, a store can bring in new revenue and boost brand awareness in a new market.
Vivaia’s Vision For Retail Expansion
Looking ahead, Vivaia envisions an expansive journey in the US retail landscape. “Stores, both pop-up and permanent ones, play a crucial role in our long-term growth strategy. They provide an invaluable platform for face-to-face communication with our customers, which is not just about selling shoes but learning directly from our customers about their needs, preferences, and feedback,” said Chan. The stores can increase brand awareness and act as a valued platform for customer interaction.
With this ethos, Vivaia is ready to open more pop-up stores across the US and potentially establish permanent retail spaces over the next few years. As Chan aptly puts it, “The goal is to be where our customers are, to better serve them, and to continue to learn from them.”
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