Piperlime opens first permanent retail store, in Soho

Online clothing purveyor Piperlime is making another foray into brick-and-mortar retailing, but this time it’s permanent, according to a statement from the company today. The new 4,000-square-foot store, the company’s first retail outlet, will open this fall at 121 Wooster Street at Prince Street, in Soho, the statement said.

The store will offer brands like Milly, Frye and Citizens of Humanity, as well as less-known brands. The online boutique has offered fashion advice from celebrities such as stylist Rachel Zoe and actress Rachel Bilson in the past, the statement said.

The store tested the neighborhood’s waters in 2010, when they briefly opened a pop-up at 93 Mercer Street, according to published reports.

“Our customers have been asking for a place where they can experience Piperlime in person, and New York is the perfect location for this,” Jennifer Gosselin, senior vice president of Piperlime said in the statement. “Our Soho location will offer an edited assortment [of Piperlime’s online offerings], giving customers the right amount of everything in a refreshing setting.” — Guelda Voien