Trinny London takes a bite of the big apple with New York City pop-up
Trinny London has hailed a yellow taxi cab and is heading to New York’s Soho district with a new pop-up, which Founder and British TV royalty Trinny Woodall is hoping will become a permanent location.
Opening its doors on 11 November at 124 Prince Street, this move marks the British beauty brand’s first physical foray overseas following its counter opening at Saks Fifth Avenue in 2022.
The pop-up, which is decked out in Trinny’s signature bold yellow hue, is expected to be open for business for at least four months.
The brand said: "For our founder Trinny Woodall, a New York store has always been the dream – and we can’t wait to welcome you to our new home."
At the NY location, shoppers can take advantage of one-on-one appointments for skincare and makeup as well as get their hands on Trinny’s best sellers such as its BFF SPF 30 Cream (£39) as well as the Just Joyous Lipstick (£26).
This follows the opening of Trinny London's debut flagship store at 31 King's Road just two months ago in London's Chelsea.
"Our flagship celebrates everything that’s unique about Trinny London. We’re bringing back the joy of shopping with a warm, inviting space that centres on connection, community and discovery", said Trinny Woodhall, the brand's eponymous founder.
Trinny London Flagship
The brand has been testing the waters of brick-and-mortar retail over the past few years, having welcomed consumers to various pop-up experiences in London. In fact, the Kings Road store was only meant to be open for a week, but its popularity resulted in it staying put indefinitely.
In the same way, Trinny plans to test the waters in NYC. Its end goal is to have a permanent store in New York, with the pop-up being used to test out store size and location. With this opening, Trinny London will have a total of 33 concessions and stores.
