When all of you sun-worshippers, foodies and fashion lovers make your annual pilgrimage down Montauk Highway this season, there will be some new pop-ups in which to spend your green.
Jimmy Choo is one of the buzziest new editions to the East End fashion scene, at 66 Newtown Lane in East Hampton through October. Be on the lookout for the Jimmy Choo nickel flat ($575). For floral dresses and casual jean cut-offs, head to East Hampton’s 45 Main Street to pay Reformation Beach House pop-up a visit. Goop MRKT is also heading beachside, setting up a temp spot in Amagansett at 145 Main Street. Be kind to your face and stock up on the brand’s nontoxic skin care line with items like Revitalizing Day Moisturizer ($100).
They’re in good company. AYR, a fashion pop-up at 25 Madison Street in Sag Harbor, will remain open until September. Pick up a pair of fitted jeans, called the Form, which has been beaten to shreds ($275). Others interested in spending their summer in a bikini can travel to Gurney’s in Montauk and hit up the pop-up for 6 Shore Road, the luxury swim brand, which will be in the iconic hotel and spa until Labor Day. Likewise, the Surf Lodge in Montauk is home to pop-ups — some lasting just a day or two, like shops that opened in June for Diane von Furstenberg, Oliver Peoples and Rails.
“This is not a year-round market for some
of the luxury brands. They simply follow their customers in resort towns seasonally.”
This new crop of pop-ups is sprouting despite a general softening in the luxury retail market. In recent years, high-end stores and the level of service they provided were typically thought of as impervious to competition from online sales — surely shoppers want to pet the cashmere and enjoy a glass of Champagne while shopping, the thinking went. But that appears to be changing: A new report from Bain & Company, a consulting firm, found that overall luxury goods sales were flat last year at about $280 billion. And slowing sales are triggering store-closing announcements that once seemed to only come from mass merchants and department stores. Case in point: Michael Kors said in May it will close 100 to 125 stores nationally.
Shuttered storefronts in the Hamptons, an increasing sight in recent years, more frequently include locations vacated by high-end brands that until recently could typically afford the steep rents. Last year, the fashion brand Scoop NYC announced it would close all of its stores, including its East Hampton location. “Ralph Lauren closed its children’s shop in East Hampton after the winter holidays and will close the Polo Ralph Lauren Shop in September,” said Hal Zwick, the director of commercial real estate for Town & Country Real Estate.
“Other retailers will announce closings in September,” Zwick said. There’s a question mark next to Lululemon, which Zwick pointed out is in the last year of its lease.
Lori Macgarva, a commercial real estate broker at Douglas Elliman, struck a more positive note.
“We see quite a bit of new stores each summer,” she said. In addition, “there are stores that have stayed for years — J.Crew, Calypso, Intermix, Shoe Inn and Henry Lehr — these stores started in one town, built a following and eventually opened in others. They are there year-round, and the community can rely on them being there,” she said.
Pop-ups are a great way, of course, for some luxury brands to test the market, opting for a short stay instead of taking on a long-term lease. “This is not a year-round market for some of the luxury brands. They simply follow their customers in resort towns seasonally,” Macgarva said.
Pop-ups are not just for luxury fashion and accessories; there are new sources for upscale home furnishings in the Hamptons as well.
St. Frank, a home textiles brand, popped up at 78 Main Street in East Hampton, marking the brand’s first location outside of California. “Each St. Frank store is designed to create a true home experience. We selected a space in the heart of East Hampton that has beautiful windows and light on three facades,” the brand’s founder, Christina Bryant, told Lonny magazine recently.
Similarly, One Kings Lane, the luxury online furniture and accessories retailer, will have a temp outpost in Southampton in the former Rogers Memorial Library at 11 Jobs Lane through Labor Day, the retailer’s first brick-and-mortar store. Canapé plates with nautical maps in porcelain by Caskata ($110 for 6) have a great beachy vibe.
All of this shopping will likely give you an appetite for a Manhattan-quality meal. Eleven Madison Park’s Hampton’s outpost, EMP Summer House, opened for the summer starting June 24 in a white farmhouse on 341 Pantigo Road in East Hampton. According to the New York Times, it is booked solid through July 15, which is enough to make those who want to tuck into a meal at the Michelin-starred eatery very hungry.