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Dior Makes Big U.S. Push With Meatpacking District Pop-up Store

PARIS — Dior’s latest push into the U.S. market spans the online world and the physical one — the latter complete with a menagerie of toy animals that look as if they might stampede into the French brand’s eclectic new pop-up in Manhattan.
The temporary store opened on Monday in the city’s Meatpacking District, offering a complete selection of the French fashion house’s offer for women, men and children.
The pop-up coincides with the arrival of Dior’s U.S. e-commerce site, which is launching on Nov. 28 with a capsule collection designed by men’s creative director Kim Jones in collaboration with U.S. artist Kaws, and will be expanded in February to all other categories.
“New York is very important for us. In the U.S., Dior is strong, but I think that we need further awareness,” said Pietro Beccari, chief executive officer of Dior. “I believe that this idea of the Meatpacking [District pop-up] is coming at the right time.”
Expected to operate for four months, the pop-up is divided into rooms featuring products that will rotate as new merchandise comes on stream. Beccari compared the space to the Marché aux Puces in Paris, which gathers antique dealers offering everything from vintage clothes to Art Deco furniture

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Via:: https://wwd.com/fashion-news/designer-luxury/dior-meatpacking-district-holiday-pop-up-store-new-york-1202905190/