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Piperlime's latest twist on e-commerce isn't e-commerce at all. The Gap-owned shopping site just opened a big, airy retail emporium on Wooster Street in Soho. It seems counter-intuitive, but Piperlime exec Jennifer Gosselin explains that the brand has a strong New York customer base, and that their local fans have been requesting a store. Back in 2009, Piperlime's Fashion's Night Out pop-up was a huge success, suggesting that a permanent installation might make sense.
The store is merchandised like the website, with items grouped into seasonal trends like color clashing. Picks from Piperlime's retail gurus Rachel Zoe and Olivia Palermo are highlighted around the space, and there's a wide range of prices, with labels running the gamut from Nanette Lepore and Rachel Roy to Dolce Vita and Seychelles. Gosselin points out that the high-low mix is part of what makes the store stand out: "Having that in one physical store, in a boutique environment, was something that we felt wasn't out there in a big way."
· Piperlime's 2009 Fashion's Night Out pop-up [Racked NY]
· Piperlime [Official Site]