Crazy-Cheap Brit Label Boohoo Popping Up for the First Time

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Girls who keep going back to Forever 21 "just to see what they have" and buy something because it's so cheap that you can't not buy it but then regret it two weeks later when it inevitably rips, rejoice! Boohoo, a British label with crazy-cheap prices, is opening a Soho pop-up this Saturday, WWD reports.

The sad news, however, is that the store will only be around for a mere two weeks: As it's the first time that the e-commerce brand has ever opened a brick-and-mortar store, the pop-up is merely a strategic experiment, and will close November 15th. Located at 462 West Broadway, the 4,000-square-foot, two-story store will carry $20 to $35 dresses and $60 coats.

"Digital is the new frontier that everyone is trying to master, and [Boohoo.com is] going at it the other way round," retail expert Kosha Gada told the paper. "They are ahead of the game at the gate," Gada said. "It's relatively easier to open a pop-up shop in strategic markets during strategic times of the year."

And though there's no plan to open permanent stores in the U.S. or elsewhere at the moment, a brand rep said the pop-up shop will precede the opening of a regional headquarters in NYC, so while there may not be more stores to shop, New Yorkers might be seeing a lot more of Boohoo on their computer screens.

· Boohoo Opening First Physical Store [WWD]
· Open for Now [Racked NY]