Dive Brief:
- Clothing and shapewear brand Spanx is launching its first retail pop-up series starting this month, the company announced Tuesday in a press release.
- The pop-ups will feature Spanx’s apparel offerings in New York City on Friday, Washington, D.C., on Nov. 4 and Miami on Nov. 11.
- Following the pop-up events, Spanx will include the collection at the London location of department store Selfridges from Nov. 20 to Dec. 22, per the release. The company told Retail Dive in an email that it may continue to offer apparel at the department store beyond the holiday season.
Dive Insight:
Spanx is focusing on its apparel products as part of its new experiential retail experience.
The brand already sells its shapewear and apparel through its e-commerce website, owned retail locations and wholesale retailers such as Nordstrom.
Spanx’s pop-up series will showcase artwork by Nigerian-Australian artist Nkosi Ndlovu, with an interactive installation featuring “the twists and turns that shape the female experience,” per the release.
The womenswear brand is debuting a pop-up model about a year after it switched up its leadership team.
In October of 2022, Spanx promoted former president and CFO Kim Jones to chief executive officer. Martin Elliott was appointed to chief financial officer, Caroline Whitton was promoted to president while remaining chief growth officer, Misha Nonoo was tapped as chief brand officer and Coco Lu joined the company as chief people officer.
Spanx was founded by Sara Blakely in 2000. About 21 years later, investment firm Blackstone agreed to acquire a majority stake in the brand in a deal that put Spanx’s value at $1.2 billion. Blakely was said to continue holding a “significant” stake in the business and stepped into the role of executive chairwoman.
