Direct-to-consumer Everlane to drop anchor in Boston
Wed 27/11/2019 – 15:49
A clothing brand known for its “radical transparency” is expanding in the brick-and-mortar space.
(Author : Marianne Wilson)
Everlane will open in spring 2020, at Boston Seaport, the largest current development project in Boston. The 2,300-sq.-ft. store, Everlane’s sixth physical location and first in the Bay State to date, will feature the brand’s signature minimalist design, with a focus on bringing the company’s transparent values to life through in-store education about its supply chain.
Everlane was founded in 2010 as a direct-to-consumer brand selling modern basics for men and women, with a promise of “radical transparency.” On its site, the retailer discloses how much it costs to make each item, breaking it down by materials, labor, duties, and transport. It also reveals its markup.
The company is also transparent about the factories where its products are manufactured, taking a hands-on approach to ensure each factory’s integrity. As an added assurance, it also requires stringent workplace compliance paperwork. Everlane currently has two locations in New York (downtown Manhattan and Brooklyn) and three in California (San Francisco, Palo Alto and Venice).
“Everlane is revolutionizing sustainable and transparent retail,” said Todd Norley, VP, leasing, WS Development, which is developing 23 acres of waterfront land in Boston into Seaport, which will feature a mix of residential, hotel, office, retail, entertainment, civic and cultural uses, and public open space. “By empowering the modern-day shopper with knowledge of how its products are created, Everlane is building a deeper connection with its customers and creating a more meaningful shopping experience that extends beyond the four walls of its shops. The Seaport storefront will be a total game-changer and an exciting addition to our retail offerings and growing mix of disruptive brands.”