Phe Phe Opened New SoHo Pop-Up Store

Founders Brigette McHale and Danielle Pheloung launched a curated pop-up shop at 131 Greene Street.

Updated on Oct. 2, 2026 in Openings & Closings

Screen-print poster illustration featuring a minimalist clothing rack and sculptural chair in a sunlit SoHo loft, evoking a new retail activation. — Founders Brigette McHale and Danielle Pheloung launched a curated pop-up retail experience at 131 Greene Street in New York's SoHo neighborhood. AI Illustration. Upload story photo >

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Would you prefer to shop at a physical store opened by your favorite social media influencer?

Brigette McHale and Danielle Pheloung have opened a Phe Phe pop-up store in New York City's SoHo neighborhood. The temporary retail space, created in partnership with Shopify, showcases the brand's latest apparel and beauty lines.

Why it matters

The retail activation serves as a physical extension of the founders' online community, allowing them to gather direct customer feedback. By creating immersive experiences that replicate their daily vlogs, the founders aim to strengthen brand loyalty and ensure long-term business success.

Workwear items are priced between $78 and $198, while the studio edit collection ranges from $45 to $98. New beauty accessories include $20 claw clips and a $30 brush.

The players

Brigette McHale

She is a co-founder of the Phe Phe brand who focuses on building community through authentic digital and physical storytelling.

Danielle Pheloung

She serves as a co-founder of Phe Phe and works to translate daily social media content into cohesive retail experiences.

Shopify

This e-commerce company provides the digital and technical infrastructure used by independent brands to facilitate omnichannel retail growth.

The details

The store interior is designed to mirror the founders' digital lives, featuring a get ready with me corner, an office quadrant, a gym, and a coffee bar. This layout supports the brand's goal of using in-person interactions to inform future merchandising and content creation.

The pop-up store opened on October 2, 2026.
The store will remain open until October 4, 2026.

Market Landscape

This opening follows the broader industry pattern of digital-native brands leveraging short-term physical spaces to deepen customer relationships. It highlights the shift toward omnichannel retail strategies where physical presence complements, rather than replaces, e-commerce foundations.

Shoppers in SoHo can visit the location to browse apparel and beauty collections in person through October 4, 2026. The store offers a physical venue to test new products and experience the brand's aesthetic directly before the pop-up concludes.

The takeaway

The strategy of building community through experiential retail offers a template for independent brands looking to bridge the gap between digital content and physical sales. Readers can look for similar community-focused pop-ups as a sign of evolving retail-to-consumer engagement.