M.M.LaFleur Opens ‘To Go' Concept Store To Better Suit Working Women's Needs
Workwear brand M.M. LaFleur unveiled a new concept shop called M.M. To Go in Downtown, New York City. Designed for customers with limited time, the small-format store carries an edited selection of the brand's merchandise and specializes in quick fixes from offering products like Tide To-go to allowing return drop-offs. Similar to its typical M.M. LaFleur stores, M.M. To Go is available to book for a private event. PSFK spoke to the premium women's workwear brand about opening a new, convenience-focused store format, featuring a more traditional grab-and-go retail experience and no need for appointment booking
Last-minute emergencies can ruin a day—everything from getting caught in the rain to forgetting deodorant. But apparel retailer M.M.LaFleur now has a concept store called M.M.To Go that's designed specifically to meet consumers' in-moment workwear needs. Located in New York's Financial District, making it readily available to many working women, the small-format shop is a divergence from the digital native's other brick-and-mortar concept stores—leisurely, appointment-led showrooms, where items are shipped to home.
“Connecting with women in-person has always been a huge part of our brand,” said Caroline Brown, associate director of experiential design, in an email to PSFK. “We’ve had permanent showrooms since 2014, when we opened our first space in SoHo—we now have seven of them across the country. Our showrooms are immersive experiences where our customers can have hour-long appointments with a stylist while they sip Prosecco or tea, and their purchases are shipped to them afterwards.”
The To Go concept, featuring 10 of the brand's wrinkle-resistant workwear basics in sizes 0-22, is designed to complement the brand's successful ecommerce and stylist-led store experiences, while fostering bonds with its clientele in a different way. Brown explains, “We’re giving women a taste of who we are with a limited selection of workwear essentials they can take with them. M.M. To Go isn’t just an acquisition strategy—it’s also an emotional investment in our customer. We know how hard it is for working women (at M.M., most of us are working women!) so we put ourselves in a convenient place with chic, functional product to help her keep going. In other words, if you spilled coffee all over your white button down this morning, we’ve got you covered.”
Visitors to the To Go store can take purchases home with them, and there's no need for appointment booking. In addition, shoppers are able to return and exchange items, ultimately providing a more traditional retail experience, but with a smaller footprint and in a convenient location. “Brookfield Place is a hub hundreds of working women in NYC are passing through each day, and M.M.To Go will give them a taste of who we are and what we're all about by solving real problems professional women face, whether it's providing the perfect blazer for that last minute client meeting, deodorant wipes after a sweaty subway commute or a can of rosé to unwind after a stressful day.”
M.M.To Go will be open through the end of this year. As for the long haul, Brown comments,“We're seeing this as a test—the hope is to be able to open similar popups in more markets in the future.”
Lead image: M.M.LaFleur