Dressbarn Opens New Pop-Up Shop

Dressbarn (Mahwah, N.J.) has opened a pop-up shop in hopes of revamping and repositioning the brand, reports the National Retail Federation.

The shop, called “Dressbar,” is located at 102 Fifth Ave. in New York and will be open through the end of May. It features special-occasion and work-appropriate dress collections by high-end designers, such as Carmen Marc Valvo, Heidi Weisel, Adrianna Papell and the db Fashion Studio. Each collection is exclusive to Dressbar, including 6 to 10 dresses that range in price from $42 to $70.

Dressbar is an effort to reinvent the brand as a modern, economical choice for middle-aged women, and the company plans to debut the shop in dozens of Dressbarn stores throughout the country over the next three months.