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Solid & Striped is affective to West Palm Beach, Fla. 

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The swimwear, resortwear and accessories cast on Friday will accessible a pop-up boutique at 700 South Rosemary Avenue, in the city’s Rosemary Square arcade center, appearance its additional brick-and-mortar shop. The aboriginal store, a abiding area at 321 Lafayette Street in New York City, opened aftermost March. 

Inside a Solid & Striped store.   Courtesy Photo / Julia Chesky

“We as a brand, pre-COVID-19, absitively to go afterwards brick-and-mortar retail as a strategy,” Sarah Landman, the company’s arch controlling officer, told WWD. “I do anticipate brick-and-mortar has a absolute appulse on online sales. Our affairs were to cycle out melancholia pop-ups.”

That included a acting atom in Malibu, Calif., aftermost summer. (The activity was scrapped amidst the pandemic.)

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“Now we’ve been absolutely alert about any abiding decisions,” Landman said, apropos the accommodation to move advanced with a pop-up. “New York is our better market, historically, and still is. But with COVID-19, so abounding bodies accept briefly and assuredly relocated to southern Florida. So now it’s aloof the better advance opportunity. And the banking anatomy that we’ve formed out with the freeholder there is actual low risk.

“And this season, with resort, so abounding bodies are not traveling in the way they acclimated to,” she continued. “But calm biking — abnormally to balmy acclimate locations, Florida accurately — is up. We appetite to booty advantage of that as able-bodied and accompany cast acquaintance to that market.” 

The bathrobe apartment central Solid & Striped brick-and-mortar locations are meant to attending like alfresco showers.  Courtesy Photo / Julia Chesky

Much like the Manhattan location, Landman said the 2,000-square-foot West Palm Bank shop, which runs through May 31, is meant to attending and feel like a bank shack. 

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“It’s agreeable and adequate and array of not too precious,” she said. “Pre-COVID-19, the abstraction was that bodies could appear adhere out on the couch and comedy a bold of backgammon and browse their admired destination coffee table books. And the bathrobe apartment are meant to attending like alfresco showers and aggregate is aloof array of accidental and beachy. 

“And with a balmy acclimate location, there ability not be as abundant averseness with activity in store,” Landman continued. “That said, we’re actuality acutely alert about COVID-19 restrictions, capacity, all that. But, we do anticipate it’s still an opportunity.” 

Even with amusing break mandates, Solid & Striped has been in advance approach during the pandemic. A bathe accord with Italian cast Il Pellicano awash out in two months over the summer, while all categories of Solid & Striped’s e-commerce business are growing, with accurate backbone in accessories, up 75 percent, year-over-year. 

Ceo Sarah Landman said Solid & Striped’s swimwear business has been “on fire” during the pandemic.  Courtesy Photo

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In addition, the cast has afresh launched a women’s ready-to-wear collection; anniversary allowance sets, which includes loungewear, sleepwear and face masks; planned collaborations with adornment cast Lele Sadoughi and cossack cast Freedom Moses, and has an activewear accord in the pipeline. 

The array in the south Florida pop-up will accommodate men’s and women’s swimwear, the latest resort collections and accessories, such as a acknowledged sunglasses accord with Le Specs, amid added things. 

“We accept absolutely been alive adamantine to advance the brand,” Landman said. “The abstraction has absolutely been to advance into this resort and leisure affairs cast and authoritative abiding that we developed categories that accompaniment that lifestyle.”

The brand, which was founded in 2012, does about 50 percent of its business through broad partners, including Net-a-porter, Revolve, Bergdorf Goodman and Harrods. 

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There are no affairs to accessible added abiding food at present, Landman said, abacus that the aggregation will accede added pop-ups in the abreast term, while growing the online business. 

“We’re cat-and-mouse to see area the apple is and what happens [with the pandemic],” she said.

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