News • 27.09.2019

Mobile shoe closet on the road

Luxury brand Tamara Mellon with first-ever traveling shoe store

A rack of colorful women’s shoes; copyright: Bildagentur...
Source: Bildagentur PantherMedia/NataliGlado

Tamara Mellon, direct-to-consumer luxury brand, is taking their innovative retail concept on the road with the launch of the mobile TM Closet — the first-ever traveling shoe closet.

Kicking off in Boston, the TM Closet will be located in Seaport next to the Glossier Pop-Up from September 12 - September 15.

The concept is inspired by the success of the brand's first brick-and-mortar location at Palisades Village in Los Angeles, which reimagines the luxury retail experience. The TM Closet will replicate the shop's concept displaying each shoe style in every size, creating Instagram-worthy shoe walls which customers interact with to try on and shop product at their leisure.

Starting September 12, the TM Closet will pop-up in 10 cities from Boston to the Bay Area through mid-December. This experiential activation follows the brand's Series C fundraise of $50M, the largest for a female founded fashion brand.

"We are always looking for new ways to make luxury accessible to more women," says Mellon. "Driving cross-country to meet our customer gives us the unique opportunity to connect with her in person. To better understand our woman and her needs, nothing is more valuable than a face-to-face conversation."

The TM Closet is a 24 ft. truck with floor to ceiling glass panels revealing the brand's best selling silhouettes. Customers enter the TM Closet through the back of the truck, which opens up to inside the shop.

Source: Tamara Mellon

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