Rising direct-to-consumer brand Vivaia is in full growth mode. Since launching in 2020 by footwear industry veteran Marina Chen, the women’s shoe brand has grown 300 percent year-over-year and has experienced a five times revenue uptick.
What’s resonating with consumers, according to Chen, is Vivaia’s “vision, choice of materials and commitment to innovation.” The brand offers a vast assortment of heels, boots, loafers, sneakers and sandals made from yarn from recycled plastic bottles. Vivaia’s shoes are also connecting with consumers for their affordability, starting at $97.
Now, the eco-friendly company is dipping its toes into brick-and-mortar retail with the opening of its first physical pop-up in New York’s SoHo neighborhood Thursday. The space will remain open through Oct. 22.
“Having spent three years interacting with customers digitally, the opportunity to meet them in person and let them experience our products firsthand is truly exciting. This face-to-face interaction enriches our relationship with our customers and provides invaluable feedback,” Chen told WWD sister publication FN. “As a DTC brand, direct customer engagement is vital, and these pop-ups serve as an ideal platform for this engagement.”
Fans of the brand include celebrities such as Katie Holmes, Selena Gomez, Emma Roberts and Scarlett Johansson. Chen said the celebrity interest has increased its social following and overall brand awareness. She added, “We have also noticed that styles worn by [these big names] result in a clear boost in purchase of both that style and others, indicating a direct positive impact on conversions.”
The Crosby Street space takes up 2,000 square feet, and will include more than 100 styles to shop. There will also be exclusives shoes for the store, as well as an indoor NYC x Vivaia skyline photo wall.
The brand plans to open a Los Angeles pop-up in November.
The New York store is located on 89 Crosby Street and is open Monday-Saturday, 11 a.m.-7 p.m; Sunday 11 a.m.-6 p.m.