Bloomingdale’s is planning a big celebration around the upcoming FIFA World Cup tournament.
The New York-based department store is transforming the Carousel at 59th Street, its rotating pop-up shop concept, into a Game Day with Boss destination.
The shop, which will be open from June 4 through Aug. 24, will highlight approximately 200 fashion, accessory, beauty, wellness and lifestyle products. Roughly 70 pieces are exclusives from Boss and include the Performance Air Wool collection created for the U.S. Men’s National Soccer Team, a collection that features relaxed overshirts, unconstructed slim-fit jackets and wide-leg trousers crafted from breathable, wrinkle-resistant wool sourced from Italian mill Reda. There will also be an assortment of casualwear, footwear, watches, kidswear and fan-focused pieces, including limited-edition country packs.
Related Articles
Among the other brands featured in the shop are Freaks of Nature, Costa Brazil, Therabody, Patchology, Kiehl’s, Malin + Goetz, Literie Candle and Quest Nutrition. Saturdays Football is also bringing 60 curated vintage jerseys available for purchase that will be featured in the shop that will also tie in with the upcoming Father’s Day holiday. Overall, the assortment includes 10 brands new to Bloomingdale’s.
You May Also Like
“We always lean into sports for Father’s Day,” said Kevin Harter, vice president of fashion director for Bloomingdale’s. “And Game Day with Boss plays into that and amplifies the message.”
He added that the “Carousel concept is all about discovery and we tried to find things that complement the Boss assortment. We rarely give the space solely to one brand so it tells the importance of Hugo Boss to us to let them make a statement.”
James Newell, vice president and general merchandise manager of men’s for Bloomingdale’s, also weighed in: “The Carousel shop is designed to bring customers into an immersive retail experience that blends sport, style, wellness and culture through unique product discovery and engaging activations. Together with Boss, we’re creating a dynamic destination that goes beyond menswear and tailoring, offering customers a curated mix of fashion, accessories and lifestyle essentials inspired by the energy of the global game.”
Harter noted that Bloomingdale’s “has always done well with cultural events in general, whether it’s movies or sporting events,” and the store expects the Game Day shop — as well as the upcoming Father’s Day holiday — to accelerate the men’s business even further. “We have great momentum and this should continue our trajectory,” Harter said.
The Game Day shop concept will be replicated in six other stores — SoHo in New York City; Aventura in Florida; Century City in Los Angeles; Lenox Square in Atlanta, and Bergen County in New Jersey — all near cities that will host World Cup games. FIFA 1904, a collection that celebrates the heritage of the sport, will take over the SoHo location with an expanded product offering and in-store experiences.
In addition to events tied to the Game Day shop, Bloomingdale’s will also feature a number of activations nationwide on June 13 for Father’s Day, offering food, beverages and wellness experiences celebrating the World Cup and other sports — as well as dad. Quest Nutrition will host tastings of its protein bars and nachos made with its protein chips on select Saturdays; Peter Millar will celebrate the 126th U.S. Open with exclusive merchandise, a specialty cocktail, a putting green activation and a chance to win a golf package; Reiss Spritz Cart will host a curated spritz experience in-store; Paige Espresso Martini Cart will serve espresso martinis; there will be customization stations featuring personalization with Hugo Boss, Rhone, John Varvatos and Fair Harbor, plus David Yurman embossing.
From June 12 to 19, there will also be a Game Day Refuel Station with food and beverage offerings, soccer-inspired collectibles and dedicated lounges for shoppers, DJ programming and foosball and other in-store activations at the 59th Street flagship as well as the branch stores to align with the World Cup matches.