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Storecasting: Quiksilver Rides the Pop-Up Wave

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[Photo via PropertyShark]

When you think "Quiksilver", do you picture a dude carving a sick wave (or something, we're not well-versed in surfer jargon), or do you see a chick in a ruffly dress? Well, the company wants you to associate their brand with both. That's why, on February 20th, they'll be opening an 800-square-foot store-within-a-store named QSW Mercer dedicated to their new women's contemporary line inside their Mercer Street boutique. They will additionally be catering to the ladiez with free champagne, and personal shopping assistants.
· Quiksilver Women's [Official Site]