The brand is doubling down on its return to brick-and-mortar retail in the US with a new long-term pop-up.
Following the brand’s reintroduction to North America with the opening of a long-term pop-up in New York City’s SoHo neighbourhood, the fashion brand has opened a summer pop-up at The Grove in Los Angeles.
The 2,360sq ft store is designed to allow shoppers to fully immerse themselves in Esprit’s “playful, modern, and cool attitude,” the company said.
Esprit, a brand that defined California cool in the late 1980s and 1990s before losing momentum, closed all its US stores more than 10 years ago. The new pop-ups are part of the company’s North American expansion plans, which will continue through this year and into 2024. Additional pop-ups in key markets are in the works, and permanent retail locations are planned to open in New York City, Los Angeles, and Vancouver later in the year.
