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Matchesfashion pops up in New York and soon in Seoul

Online-first retailer Matchesfashion opened its inaugural pop-up shop outside the UK for its private label Raey brand over the weekend, in New York City – and there are more to come.

As part of what the business describes as a global series of openings, the store took residence at Roll & Hill at 3 Mercer Street in Manhattan’s Soho district between 17-20 October.

Multiple events were hosted at the venue over the four days, and visitors were able to shop items typically only available online. Matchesfashion’s permanent physical space in London, 5 Carlos Place, a five-storey townhouse it uses to host events, gatherings, and other brand engagement exercises, also showcased the Raey range as part of its own recent pop-up.

Another Raey pop-up will open in Seoul, South Korea on Saturday 2 November, promising “a range of events and shoppable installations” over a two-day period.

Speaking earlier this year, Jess Christie, chief brand officer at Matchesfashion, said the company’s aim is to be “the most personal online luxury destination in the world”.

“That means inspiring our customers with unique content, experiences and partnerships,” she explained. “This is how we drive loyalty and engagement.”

More than 100 events have been hosted at 5 Carlos Place since it opened in September 2018, including photography exhibitions and intimate supper clubs.

“We provide high-impact events with a completely new retail experience, illustrating our understanding of the lifestyle of our customers,” Christie commented, adding the aim is to have conversations that “create a sense of community and inspire our customers”.

She explained how the retailer’s events and pop-ups help provide content to share on social media, which raises awareness of the company and contributes to the development of a luxury fashion community.

“We want to host and entertain our customer wherever they are in the world, have original conversations and create memorable experiences,” she noted, adding: "That’s what we consider to be full personalisation."

Photo credit Cat Garcia - London 5 Carlos Place

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