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Benetton to ‘pop-up’ in return to U.S. retail

October 21, 2019 / Marianne Wilson

The United Colors of Benetton is making its first foray into the U.S. retail scene after more than a two-year absence. The Italian clothing brand, known for its strong use of color and controversial advertising campaigns, will open a pop-up at Santa Monica Place, Santa Monica, Calif., on Oct. 25. It will be Benetton’s first physical store in the U.S. since 2014, when it began closing all its 60 U.S. locations. The temporary shop, which will close on Nov. 24, will be based on an omnichannel model, with no stock. All purchases will be made online."With the exception of the clothing on display, the Santa Monica pop-up will operate without any inventory," said Andrea Rossetto, Benetton's U.S. representative. "Customers will be able to try on and interact with the clothing, but then all purchases will be made through the in-store online portal and shipped directly to the customers' home.”