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Athleisure Brand Halara Makes Debut

Halara, a fast-growing women’s activewear brand, has made its first foray into brick-and-mortar with a pop-up that will run until 9 June.

The digitally native brand, which launched in 2020 and has amassed a huge following on TikTok, has opened a pop-up in downtown Manhattan, which will run from 31 May to 9 June. Designed by Pop-Up Mob, the 3,500s ft store will showcase Halara’s leggings, shorts, skirts, dresses, tops and other items, including those made from the brand’s bestselling fabrications, including Softlyzero, Patitoff 2.0 and Breezeful.

Halara said its decision to venture into brick-and-mortar retail stems from a deep understanding of customer desires for tangible interactions with their products, received directly from its customer fan base through social media and direct-to-consumer feedback.

“Establishing physical stores enriches community connections and provides a platform for real-time, face-to-face interactions and in-person sales, enabling the brand to gather invaluable feedback on their fabrics and silhouettes,” said Halara.

Looking ahead, the company said it aims to expand pop-ups into other top-performing markets such as Texas, California and Florida. It also plans to explore the potential for international retail opportunities in Europe, Japan, South Korea and more.