Since opening their first pop-up shop in 2012, Hassan Pierre and Amanda Hearst of MAISON-DE-MODE.COM have established a permanent online home for their sustainability-driven brand. However, the luxury ethical retailers have continued to respect the value their customers place on a brick-and-mortar experience, launching pop-ups every year, and on 9th April, to coincide with Earth Month, they will be setting up shop at the Houston Galleria, their first foray into a shopping center.
As reported by WWD.com earlier this week, MAISON-DE-MODE.COM has partnered with Simon Property Group, the largest shopping mall operator in the U.S., to make this pop-up possible, and the Houston store will carry brands including Edun, Prabal Gurung, Tome, Amour Vert, Khokho, Behno, Bottletop, Azlee, Bibi van der Velden and Brother Vellies. “This is the beginning of a great alliance with Simon,” said Pierre. “Their portfolio of leading luxury properties in top markets around the country is a key asset for us as we explore our physical future.” With Hearst adding that they have their eyes set on Fashion Valley in San Diego, Stanford Shopping Center in Palo Alto, California, as well as Miami in the near future.
Located in a former Rolex store on the Galleria’s second level, next to Saks Fifth Avenue, the MAISON-DE-MODE.COM pop-up was created with an eye on waste reduction, with some elements from last year’s Earth Day collaboration with Bloomingdale's being recycled. “We’re continuing the theme of pink carpets and convoluted foam and wall hangings made out of pink milk cartons,” said Pierre.
Prices at the pop-up will range from $70 for accessories up to $10,000 for fine jewelry. And as Pierre explained, their goal is to pique consumers’ interest in sustainability so that they are prompted to do some research on the topic. “We’re trying to marry the idea of, yes, it’s a beautiful bag, but did you know it was made by hand in Lebanon?” said Hearst.
While the co-founders really enjoy the pop-ups, which account for about 30 per cent of the company’s total turnover, there are plans to open a permanent store. “It will be a natural extension to have a brick-and-mortar store at some point, possibly in two to three years,” said Hearst.