Dive Brief:
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Social Tourist, a Hollister subbrand helmed by teen influencers Charli and Dixie D’Amelio, will open a pop-up on Melrose Avenue in Los Angeles.
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The store is opening in coming weeks, according to a spokesperson for Leap, the data-focused retail platform that will launch and operate the location.
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Hollister, which itself is in the Abercrombie & Fitch Co. stable, launched the brand about a year ago.
Dive Insight:
There was a time when a brand run by and aimed at youth would open stores in malls, but those days may be over.
Social Tourist joins other up-and-coming and DTC brands in opening a physical location on Melrose Avenue, a West Hollywood destination long dominated by indie and cult brands rather than familiar mall chains.
DTC luggage brand Away and Outdoor Voices are nearby, and Social Tourist’s pop-up will be nestled between Indochino and Mejuri, across the street from Nordstrom Local.
Data-focused retail platform Leap, which will launch and operate the Social Tourist pop-up, also runs ASTR the Label and other locations in the West Hollywood shopping destination.
Cara Salpini/Retail Dive
Also on Melrose, Leap has opened locations for Something Navy and ASTR the Label, and will soon open a store for British luxury luggage brand Globe-Trotter, a spokesperson said.
Abercrombie & Fitch Co. didn’t immediately respond to requests for more information on Social Tourist’s upcoming West Hollywood pop-up or its plans for other brick-and-mortar locations.
