For Tommy Bahama, everyday is a beach day. And to promote its spring women’s swimwear collection, the brand has created a Cabana Room shop-in-shop at its New York flagship.
The 300-square-foot shop is intended to deliver “an immersive swimwear shopping experience in an inviting environment reminiscent of a modern resort cabana,” according to the company.
The shop is located inside the store’s 45th Street entrance, and has white-washed wood floors, blue and white floor-to-ceiling cabana curtains and teak furniture from the company’s home collection outside the entrance.
Two Swim Finder video screens display a digital catalogue of the entire swimwear assortment and customers can use it to narrow down the selections, which are then brought to them by staff trained in fitting swimwear.
Lissette Marquez, fit specialist for the label, said this is the only Cabana Room in the chain and Tommy Bahama chose New York because it is the flagship for the brand and also can act as a model for a potential wholesale rollout. A wholesale version of the shop would be available to interested stores in October for cruise 2018.
The Cabana Room had a soft opening two weeks ago, and Marquez said sales of the swimwear are running 54 percent over
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