After six years as an online-only business, apparel startup Everlane is opening a brick-and-mortar store.
Everlane sells men’s and women’s clothing, shoes, and accessories that aim to be stylish and high-quality without a high price tag. What makes Everlane different from other retailers is its emphasis on what it calls “radical transparency”: It only uses factories with high ethical standards that disclose the actual cost of making each product.
For years, Everlane was only available online. The San Francisco startup experimented with pop-up stores in New York City and inside Nordstrom stores, but there’s never been an honest-to-goodness Everlane retail store until now.
The new store, which opens December 2, is located on Prince Street in New York’s SoHo neighbourhood. While past pop-ups have let customers try on clothes in the store but not buy them, the new shop will be a full-service clothing boutique.
Here’s what it’s like inside:
Everlane specialises in wardrobe staples in solid colours and classic silhouettes.
Rather than introduce entire new lines of clothing for each season, Everlane releases smaller batches of new products throughout the year.
To figure out what items it should add or change, Everlane gathers feedback from customer surveys and return shipments, as well as in-person “fit clinics.”
Its prices range from $US20 for a tank top to $US100 for a cashmere sweater. There are also pricier items like boots for $US225 or a puffer jacket for $US198.
Opening a physical retail store “wasn’t an easy decision,” CEO Michael Preysman wrote in an email to customers.
“Being online-only has significant advantages. It’s flexible, it’s lean, and it’s easy to scale,” Preysman wrote. “But it has two serious flaws. Customers don’t get to touch or try the product before they buy it. And we don’t get to have in-person – real-life – conversations with our community.”
The first Everlane store is located at 28 Prince Street, next door to the Little Cupcake Bakeshop and across the street from Prince Street Pizza.
Everlane calls its new store “Everlane IRL” and wants the space “to be a place people come to connect, learn, and share.”
Everlane plans to host panels, community events, and factory installations there, and the store has three lounge areas.
Everlane used granite, wood, and greenery on the interior of the store.
The space has high ceilings and a lot of natural light — and zero fluorescent lights.
Everlane also created an ID system that lets you leave your wallet at home, so you’ll be able to return items in the store and apply store credits to your purchase without needing your ID or credit card.
You’ll also be able to check on Everlane’s website to see if an item is available in your size at the new store.
Everlane plans to open up shop in San Francisco in February, and Preysman hinted in his email to customers that while Everlane is “taking it slow,” there are more stores on the way.
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