Grana pop-up for Fashion Walk

Online fashion disruptor Grana will open a new pop-up store at Fashion Walk on December 9.

The new Grana pop-up will be different to its Fitting Room by Grana store in Sheung Wan. The Causeway Bay store will target millennials with what founder Luke Grana describes as a “more personal brand experience” enticing customers to ‘see, feel and try’ before making their purchases in-store for later delivery.

Described as “The Soft Spot – #granaworld experience”, the three key elements to the store are:

• The See Wall, a gallery displaying how Grana’s luxury garments are made straight from the original source to the final construction of its Winter Collection & #ShowMeWhere images.

• A Feel Bar, a sensory experience with different types of soft fabrics and textures;

• A Try Space where shoppers can find the right fit and fabric offline before buying online.

The eCommerce retailer has partnered with design and architecture brand Alt-254, to renovate its new 1668 sqft showroom to build the Grana experience and bring the online-to-offline concept to Fashion Walk. Grana will use the showroom space to introduce new fabric origin stories as a creative way to engage fashion conscious consumers on the story behind its new collections over the next four months.

The new Grana pop-up on Paterson Street, is the brand’s sixth in Hong Kong.

“With the increasing demand from consumers for quality basics in Hong Kong, the new showroom space is an opportunity for us to create a different retail experience for shoppers to have the Grana experience, learn about our minimalist collection, unique fabric stories and honest pricing model,” said Luke Grana

“I’m very grateful for the support from Hang Lung Properties to pop-up in such an iconic location”, he said.

Grana is a direct-to-consumer eCommerce fashion brand designing wardrobe essentials in-house, using the finest fabrics from around the world. Grana offers global shipping directly to 12 countries within two days.

Headquartered in Hong Kong, Grana was founded by Luke Grana and Pieter Paul Wittgen in October 2014. To date, the startup has raised US$16 million in funding from 500 Startups, Alibaba’s Hong Kong Entrepreneurs Fund, Golden Gate Ventures and MindWorks Ventures.