Proenza Schouler, FlagshipRTL Open First Pop-Up Shop In Greenwich

GREENWICH, CT — Women's fashion and accessories brand Proenza Schouler opened its first ever pop-up shop this month on Greenwich Avenue.

Located at 272 Greenwich Avenue, the 1,600-square foot pop-up shop opened March 15 in partnership with retail service platform FlagshipRTL. The store is scheduled to run until September, according to a statement from the store.

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According to Proenza Schouler CEO Kay Hong, a pop-up shop was an enticing way for the brand to connect with more customers.

"We're very excited by the idea of migratory stores," Hong said in an email to Patch. "It allows us to share our brand experience in more markets than would be achievable with a permanent store approach."

The Greenwich shop offers all Proenza Schouler categories, as well as the brand's casual expression, Proenza Schouler White Label, which launched in 2019. The boutique is the first of several migratory stores the company plans to open with FlagshipRTL.

"We are partnering with FlagshipRTL on our pop-up strategy," Hong said. "FlagshipRTL's work is deeply rooted in data, and in truly understanding its brand partners' clients. Greenwich Avenue was such a natural fit for Proenza Schouler."

While the Greenwich store marks the brand's first pop-up shop, the boutique is actually the second pop-up business to open along the avenue this year. Féroce Eyewear recently opened a similar type of shop at 405 Greenwich Avenue, which is scheduled to run until mid-June.

Greenwich Chamber of Commerce president Marcia O'Kane said the influx of pop-up stores along the avenue bodes well for the town.

"Instead of seeing empty storefronts, shoppers can get a taste of new retailers in town who are testing the market and who hopefully will stay," O'Kane said. "These names tend to be high end and fit well with the Greenwich Avenue model."

While Hong acknowledged the brand could potentially open a more permanent store in town if the pop-up shop proves successful, she said it is not something they are currently focused on.

"Anything is possible," Hong said, "but for the moment, we are focused on ensuring this pop-up is a great brand experience for the Greenwich community."

The store opens at a seemingly ideal time of the year, as the weather warms up and coronavirus vaccines continue to roll out in town.

During a press conference last week, First Selectman Fred Camillo spoke positively about the outlook for businesses in Greenwich and noted that, while it was still too early to say with certainty, he was "very confident" the warmer weather and increased vaccination rates will have a positive effect on local businesses this year, as long as residents remain cautious.

See also: Camillo Reflects On A Year 'We Will Never Forget' In Greenwich

"They'll say it's better to be safe than sorry," Camillo said. "Just continue to do what you're doing. That's the only way to ensure safety."

According to Hong, the ongoing coronavirus crisis accelerated the brand's trend toward more localized retail experiences.

"The Greenwich store was designed and merchandised for Greenwich Avenue and its clientele," Hong said, "it's not a one-store-fits-all shop."

She also hopes the store will benefit from an increase in foot traffic in the downtown area due to warmer weather and more residents receiving vaccines this spring.

"We have all experienced the same dramatic changes to our collective lifestyles as a result of [the coronavirus]," Hong said. "It makes perfect sense that after more than a year of uncertainty, distancing and lockdowns that people are craving in-person interactions. Although many safety protocols will necessarily continue, there's a lot of excitement for a return to something that feels closer to normal. We're excited to add the Proenza Schouler brand experience to what we think is a wonderful shopping environment on Greenwich Avenue."

Further information can be found on the Proenza Schouler and FlagshipRTL websites.