Australian activewear brand CSB is hosting a three-day SoHo pop-up in New York.
Held at Shopify‘s storefront, CSB will focus on showcasing its latest Solar collection via its product offering, campaign storytelling and community experiences.
Taking cues from early 2000s activewear, the new Solar collection was created to be mixed and matched across different pieces. The Solar yellow is paired with neutral tones for its pieces to allow for various combinations.
For the activation, consumers can shop the new collection and a curated edit of CSB’s core styles alongside exclusive gifting and a CSB-branded ice cream truck outside the pop-up.
Founded by Rachel Dillon in 2019, CSB — formerly named Crop Shop Boutique — merges functional activewear with elevated design.
The pop-up marks the third city within CSB’s latest activations in the U.S. market, following stints in Los Angeles and Miami. CSB said the New York activation timing comes as the U.S. has grown as one of its largest global markets over the past 12 months. Overall global sales have grown 76 percent year-over-year and 118 percent increased revenue growth in the U.S. over the past year.
“The U.S. has become such an exciting market for CSB because the way women are dressing has really evolved,” Dillon told WWD. “Activewear isn’t sitting in one part of her wardrobe anymore. She wants pieces that can perform when she trains, but that she also genuinely wants to style and wear throughout the rest of her day.”
Rachel Dillon
While noting that the U.S. market is well established and competitive in the activewear space, she said this made continuing to bring the brand stateside more exciting.
“Consumers here have so much choice and they know what they want from product. For us, it’s not about trying to be everything to everyone. It’s about continuing to build a really distinct CSB world with strong product, a clear design point of view and a community that genuinely feels connected to the brand.”
The Miami activation saw more than 20,000 visitors and the company revealed that more than 70 percent of customers bought from the brand for the first time. The upcoming New York activation is the next step in CSB’s strategy to use physical retail to continue to build relationships with its expanding U.S. consumer base and East Coast community.
CSB’s core styles.
“New York is another step in that journey, but we’re thinking much further ahead than one pop-up or one city. We’re being really intentional about how we grow in the U.S. and where we show up, because ultimately we want to build something with longevity here.
“I want CSB to become a brand women think about not just when they’re getting dressed to train, but when they’re getting dressed for their lives. If we can continue to deliver on product while building a world and a community women genuinely want to be part of, there’s an enormous opportunity for CSB in the U.S.,” concluded Dillon.
The CSB New York pop-up will be held at 131 Greene Street Friday through Sunday, every day from 11 a.m. to 8 p.m.
