Situated in Soho, Parade’s store features a technicolor archway, a claw machine where customers can win products and a life-size circus tent, among other things.
In late September, Parade raised $20M in Series B funding and announced plans to create its first brick and mortar store experience, which is now finally opened. In its Series B funding announcement, the brand said that is anticipated growing its revenue fourfold by the end of the year.
“This retail experience is the next dimension of Parade where our community can color outside the lines with us,” Parade Founder and CEO Cami Téllez said in a statement. “While we have grown our incredible community primarily online, we are excited to raise the bar for what an underwear store should look like, by bringing more fun, wonder and something much more meaningful into the shopping experience.”
The store design was inspired by surrealist art, fashion from the ’60s and ’70s, and Parade’s well-known bright colour palette.
