Spanx, the US brand that helped shake up the women’s shapewear segment, has launched its first UK apparel pop-up store in London’s Selfridges.
It’s taken space in the department store’s third-floor Denim Studio to showcase the brand’s “revolutionary” apparel and activewear.
The apparel offer is an interesting development for the label, leveraging its 20+ years of design experience, it’s based on its signature innovative technology. The result is an extensive assortment of wardrobe staples that we’re told “ensure women feel confident and comfortable — no matter the occasion”.
Spanx Chief Brand Officer Misha Nonoo said: “Our inaugural apparel pop-up… signifies a pivotal brand moment, building on the triumph of our recent retail experiences across the US in New York, Washington DC, and Miami.”
The pop-up runs until 22 December with product available in sizes XS-3X (UK 4-36) in-store and online.
Founded by Sara Blakely in 2000, a majority stake in Spanx was sold in October 2021 to fund manager Blackstone with a valuation of around $1.2 billion Blakely maintained a “significant” equity stake in the business, becoming executive chairwoman.
At the time, the company said the acquisition “will enable Spanx to accelerate its already rapid digital transformation and strong online presence in the e-commerce channel, expand its global footprint, and fuel its commitment to creating innovative, ground-breaking products for its customers across even more categories”.
This latest development is clearly a strong sign of the business putting that aim into action.
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