ModCloth launched in-house line and hosts pop-up in SF

E-tailer ModCloth is known for their vintage-inspired chic clothing. Recently, the brand announced that it will launch its first ever in-house line under a new chief executive officer. In addition to this new launch, the brand is also hosting a temporary boutique in San Francisco that opens this week.

Matt Kaness, the new CEO, has led the e-commerce to new changes like these. First, the retro-brand will launch its first full line of branded apparel this week. ModCloth has always been known for the designer apparel it offers that reflect a vintage, feminine vibe. The apparel will include tops, skirts, dresses, and outerwear. The pieces will range from approximately 34 to 150 dollars in price offering 98 pieces total. Sizes offered with range from size XS to 4X. The collection includes pieces that are reminiscent of a ‘50s era style of clothing, complete with mod dresses and frilly skirts. Vibrant patterns are also prevalent throughout the brand’s full lie.

ModCloth hosts pop-up in San Francisco Union Square

In addition to the new fully fledged line, the brand will open a three-week pop-up. The brand decided to open the store in order to offer its customers an in-person, personal shopping experience. “Customers want to see the brand evolve to have a three-dimensional experience,” Kaness told SF Gate. Pieces offered at the San Francisco shop include apparel, home decor, accessories, and footwear.

Although the pop-up will allow customers to come in and try on the items, they will still have to receive their product the e-commerce way through online shipping. Once they select the item, they will be guided through an online ordering process for a two-day shipment to their home. Because of this process, ModCloth is able to fit more merchandise in the temporary boutique. According to the publication, the brand is going to incorporate its experience from the pop-up and apply them to a permanent store in the future. Although the location of the permanent store is not yet known, Kaness confirmed to the publication that it is something in the works.

ModCloth received an additional 15 million dollars from its investors in June

Kaness joined the ModCloth team earlier this year in January. He replaced co-founder Eric Koger. According to WWD, ModCloth had laid of 120 of its employees in all three present offices prior to hiring Kaness. Aware of the challenges he may face at the company, Kaness still took the job. His previous work includes chief strategy officer at Urban Outfitters where he harnessed merchandising and marketing strategy skills.

ModCloth was established in 2002 from founders Eric Koger and Susan Gregg Koger. Susan Koger currently serves as chief creative officer. The brand is headquartered in San Francisco and has a total of approximately 400 employees. This summer, ModCloth received an additional 15 million dollars from its investors, raising its total investments to 80 million dollars. Previous investors for ModCloth consist of First Round, Great Oaks Venture Capital, Harrison Metal Capital, Jeff Fluhr, Accel Partners, and Floodgate.