Brunch, a New York-based lifestyle slipper brand, is gearing up for summer with a new pop-up retail concept in the Hamptons. The store officially opens its doors in Amagansett Square over Memorial Day weekend, and will remain open for business throughout the summer, with the potential for an extension.
“Retail is really important to us for cultivating community,” said Joshua Sitt, 28, who co-founded Brunch in 2020 along with younger brother Daniel. “The story of the Hamptons store and how we’ve approached it is so natural to this community in Amagansett.”
This pop-up store was designed with a “Playhouse” theme meant to cater to the young family-focused population that lives in the Amagansett area. To that end, the store includes interactive, kid-friendly experiences like a swing, a wooden puzzle piece, a toy car for kids and place to cool down with some Italian Ices. For the first time, the brand will also be launching kid’s slippers, which will be available in the pop-up store as well.
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“Even though it’s geared towards kids, it’s geared towards parents’ memories of being kids too,” said Daniel Sitt, 25, who conceived the idea for the playhouse theme. “It’s also a nostalgic play.”
To celebrate the opening, Brunch is hosting a picnic style get-together this Sunday, May 26, complete with sandwiches, live entertainment and Italian Ices.
Launching Brunch
With an emphasis on comfort and durability, Brunch’s entry to the market during the COVID-19 pandemic came at good time for brand, which rode the surge in casual footwear trends. The shoes aim to offer the comfort of a slipper and the durability of a sneaker.
Since launching as a strictly direct-to-consumer e-commerce brand in 2020, Brunch has taken an intentional approach to its retail presence and has opted for a pop-up model as opposed to permanent stores. Brunch has previously opened short-term pop-up stores in New York City and Aspen, Colo. and occasionally partners with boutique retail stores — like Goop, Hirshleifers and American Rag — to collaborate on custom pairs.
“[We target] boutique, cool retail shops that usually prioritize a physical presence so we can tell an in-person story as well,” Joshua said.
Brunch has also collaborated with names like Coca-Cola, Jack’s Wife Freda, Setai Hotel Miami and Conca Del Sogno on the Amalfi Coast.
Brunch keeps up its product launch cadence by launching a new style every few weeks. New products may range from a seasonal or color variation on a core silhouette to an entirely new concept built around a story. For example, a few weeks ago Brunch launched a slipper inspired by the texture and design of a classic “Grandma’s couch.”
Looking ahead, Brunch is exploring a more elevated sneaker-style slipper for going out, as well as a waterproof shoe for the summer.
“We like to say that it’s functional footwear for effortless living,” Daniel said. “We want everything to live under this umbrella. But also for them to have their own little niche use-cases from a functional standpoint.”
