Bershka, the Inditex Group’s youth brand, heads to the United States for the very first time, with a pop-up store in the heart of SoHo, one of the world’s most emblematic fashion districts, celebrating the launch of its online platform in America. Located at 580 Broadway, the store officially opened on October 17, 2017 until the end of the year, displaying all of Bershka’s FW17 collections – Bershka, Bsk and Man, as well as the sports lines, Start Moving, for young men and women. This new pop-up store will be Bershka’s début brick and mortar establishment in the United States, a market in which the brand has had an online presence (www.bershka.com) since last April. During the next three months, visitors to the store will be able to see, touch and buy the brand’s most iconic pieces in a premise stretching 8180 square feet over two floors.
Special elements of the store include leading initiatives to be as eco-efficient as possible, guided by the LEED sustainable building criteria. Additionally, within the store, the Bershka STAGE store image has guided all of the furniture and decoration designs. The layout has been similarly adapted for the store space specifically and with the US consumer in mind, offering the trendiest current looks, complete with accessories and footwear.
STAGE is the store image designed for the stores Bershka has been opening around the world and will also be on display in SoHo. Inspired by the world of music concerts and what goes on behind the scenes, the STAGE aesthetic epitomizes Bershka’s DNA: music, fashion and youth. The result is an interior design that is industrial yet airy with open ceilings that reveal the establishments’ skeletons. The structure is framed by truss scaffolding that runs around its entire perimeter and is used to hang the lighting, speakers and some of the screens that make up the whole look. The STAGE concept facilitates the shopping experience by means of more user-friendly and versatile furniture and fittings, making it easier to get around the store and providing a better way of displaying the brand’s garments and, by extension, each season’s new looks.
In keeping with Inditex’s Environmental Plan, the work performed by Bershka’s teams of architects to set up this pop-up store upholds the Group’s eco-efficiency criteria in terms of energy-efficient lighting, the use of timber sourced from certified forests and the commitment to reusing materials and managing waste responsibly. Bershka continues to strive to make its new stores as eco-efficient as possible, guided by the LEED sustainable building criteria that corroborate the use of the most environmentally-friendly materials and respect for sustainable building standards at every step of the construction process. The Bershka stores in Berlin (Tauentzienstrasse) and Valencia (calle Colón) boast the highest LEED certification and are the brand’s standard bearers in terms of eco-efficiency. They are the benchmark for all the brand’s new store openings. Over half of Inditex’s worldwide store base is now eco-efficient, implying electricity and water savings of 20% and 40% with respect to conventional stores, respectively.
Bershka came into existence in 1998 as an innovative retail concept targeted at young shoppers. Today it has 1,098 stores in 75 markets across Europe, the Americas and Asia. The brand is forging ahead with an international expansion strategy that has been marked by high-profile openings in recent years in markets such as China, Japan, Taiwan and South Korea, along with flagship store openings on some of the world’s most important shopping streets, including Oxford Street (London, UK), Via Vittorio Emanuele (Milan, Italy), Nanjing East (Shanghai, China), Gran Vía (Madrid, Spain), Rue Rivoli (Paris, France) and Shibuya (Tokyo, Japan).
Launched in 2011, its online platform currently reaches 35 markets. www.bershka.com has recently overhauled its image, adding new features to deliver a faster and more intuitive shopping experience. Bershka currently has a staff of over 15,000 between its worldwide store base and its head offices and logistics facility in Tordera (Barcelona). The chain is part of the Inditex Group, one of the world’s largest fashion retailers with over 7,400 stores in 94 countries across all five continents. In addition to Bershka, Inditex has another seven fashion concepts: Zara, Pull&Bear, Massimo Dutti, Stradivarius, Oysho, Zara Home and Uterqüe.