In Brief

The minimalist online retailer is experimenting with a more traditional store concept in California

Minimalist online brand Everlane is opening a retail lab for experimenting with new ideas in San Francisco’s Mission District called The Fit Studio. The space will be located on the ground floor of the company’s headquarters, and feature new products and event launches, as well as allow customers to try-on pieces from existing collections. The Fit Studio features the typical minimalist aesthetic: white walls and simple wood racks.

Previously, the company has hosted pop-up shops in hotel rooms and open studios in New York, and hosts a showroom that is available to visit only by appointment. “We saw a huge opportunity to make the traditional in-person shopping experience better,” Everlane’s Alyssa Bergerson told Racked (even if, at the moment, The Fit Studio doesn’t have features wildly different from a traditional retail store).

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