London-Based Brand Dai to Open New York City Pop-up With Performances

STAGING A STORE: Dai founder Joanna Dai returns to New York this weekend to open a pop-up store in the Bowery that will be as much about special events as will it be about clothes. She initially relocated to London for her job at J.P. Morgan in 2013, and wound up launching her own direct-to-consumer company in July 2017. Geared for “urban, modern career women,” the location of this week’s pop-up made sense since Dai came from New York and still has part of her network here. A number of special events are planned during the April 2 to 7 run at 208 Bowery. A two-hour styling event with Dai, a post-work meditation with Aiko Neligan, destress yoga with Magi Pierce and styling with Bloomberg’s global head of on-air wardrobe Sara DiMedioare among them. There are also plans to introduce the Performances Spaces concept in London perhaps for a monthlong store in Soho or Covent Garden, before trying it out a second time in New York. Dai declined to reveal her self-funded company’s annual sales. Aware of the frustrations working women face for wardrobe choices, she set out to try and do something about it. After exiting a career in finance, she enrolled

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