Online Eyewear Brand To Open First Pop-Up Store In Greenwich

GREENWICH, CT — Féroce Eyewear typically operates as a direct-to-consumer online retail experience, however the brand will soon open its first pop-up store on Greenwich Avenue.

According to owner and town resident Alexandra Baker, the temporary store will open at 405 Greenwich Avenue on Feb. 15 and run until June 15, a span of about four months.

"It's a shorter time period," Baker said. "This isn't like a 5 or 10-year lease; it's just a four-month experience so customers who may have seen the product online or haven't heard of the brand can come in and experience the brand firsthand, but it isn't a permanent brick and mortar store."

Baker said she launched the brand in 2019 to "bridge the gap between fast fashion and designer sunglasses." (To sign up for Greenwich breaking news alerts and more, click here.)

"We're also adding more high-end material components," Baker said, "so not only are [the products] stylish, they're also going to protect your eyes."

Baker also plans to bring in "very light and curated" selections of other brands that compliment Féroce throughout the four-month period to ensure there's an element of discovery each time a customer stops by the store.

"I want to kind of create the lifestyle and give the woman who's coming in to discover the eyewear a little bit more of a painted picture by having a few other brands," Baker said, "and actually showcase other female-founded designers that might only be found direct-to-consumer."

Baker grew up in town, attending both Western Middle School and Greenwich High School, and recently moved back to the area from New York City to run her business. After the coronavirus crisis hit the area last spring, Baker said she picked up on a new trend.

"In recent months, I really saw...a new kind of demographic arriving to the area," Baker said, "kind of like a renewed energy in the area and on [Greenwich Avenue], especially during the spring months where everyone was eating outside. That really intrigued me and I felt, being from here and knowing the lay of the land, it would be an interesting time to dabble in some sort of retail experience."

Baker also lives near Greenwich Avenue and spends a lot of her time in the area. As a result, she has become familiar with all the stores and restaurants along the avenue, she said.

While she is excited to launch the temporary physical store, she is unsure if she will consider opening a more permanent retail experience in town should the pop-up shop prove successful.

"Only time will tell," Baker said. "I'm very open-minded."

Selectwoman Lauren Rabin said the pop-up store was a great concept for both retailers and customers, offering online and other retailers a way to test the local market.

"Pop-ups also bring new products and experiences to buyers," Rabin said. "For property owners, pop-ups are a way to gain rental or lease agreements in a win-win environment instead of maintaining an empty storefront or doing permanent renovations to support a longer-term lease."

Greenwich Chamber of Commerce president Marcia O'Kane agreed the pop-up store is a great concept for both retailers and customers.

"Pop-up stores are a great way for retailers to utilize available space while testing the local market for viability of their product," O'Kane said. "Greenwich Avenue attracts so many shoppers that it is a highly desirable location for businesses to test the market."

More information about the brand can be found at www.feroceeywear.com.

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