Dive Brief:
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Social Tourist, a Hollister subbrand helmed by teen influencers Charli and Dixie D’Amelio, will open a pop-up on Melrose Avenue in Los Angeles.
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The store is opening in coming weeks, according to a spokesperson for Leap, the data-focused retail platform that will launch and operate the location.
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Hollister, which itself is in the Abercrombie & Fitch Co. stable, launched the brand about a year ago.
Dive Insight:
There was a time when a brand run by and aimed at youth would open stores in malls, but those days may be over.
Social Tourist joins other up-and-coming and DTC brands in opening a physical location on Melrose Avenue, a West Hollywood destination long dominated by indie and cult brands rather than familiar mall chains.
DTC luggage brand Away and Outdoor Voices are nearby, and Social Tourist's pop-up will be nestled between Indochino and Mejuri, across the street from Nordstrom Local.
Also on Melrose, Leap has opened locations for Something Navy and ASTR the Label, and will soon open a store for British luxury luggage brand Globe-Trotter, a spokesperson said.
Abercrombie & Fitch Co. didn't immediately respond to requests for more information on Social Tourist's upcoming West Hollywood pop-up or its plans for other brick-and-mortar locations.
