Showpo Moves In on Melrose Avenue

LOS ANGELES — Australian fast-fashion e-tailer Showpo is ready for its in-real-life U.S. debut. The company on Saturday opens a Melrose Avenue pop-up on a street that’s served as a breeding ground for Millennial digital brands hoping to put their best foot forward when it comes to physical retail. The doors remain open through March 17. Showpo’s 1,600-square-foot, single-story space includes a spring assortment of occasion wear and a Coachella capsule. It’s a curated assortment representative of the brand, Showpo founder and chief executive officer Jane Lu said. Showpo joins the Revolve Social Club, which opened on Melrose Avenue in 2016. The multibrand e-tailer’s strategy with its space is slightly different in that it’s a permanent door open only to Revolve VIPs and influencers and predominantly used for events. Although, there have been times, such as around the Coachella music festival, that the Social Club’s doors are opened to the public for shoppable pop-ups. Digital darling Nasty Gal had at one time operated a store on the street prior to its bankruptcy and change in ownership. Reformation has a store farther down the street. More recently, Manchester fast-fashion e-tailer Boohoo Group plc’s PrettyLittleThing opened U.S. headquarters on Melrose Avenue in a space that

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