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Online watch business opens pop-up in Big Apple

Australian lifestyle brand The 5TH has opened a pop-up store in New York during Christmas trade.

The ‘Time Well Spent’ pop-up will see the accessories retailer offer its range of watches, frames and bags for sale along with Australians brands ‘Haydenshapes’, ‘Naked Vice’, ‘Addition Studio’, ‘Ryse’, artwork by US photographer Corey Wilson, Moment phone accessories and bikes by past-collaborators, Tokyobike.

“Every brand we invited embodies time well spent – this mantra of balance,” said Mike Halligan, The 5TH general manager.

“Ryse is a young brand that really gets lazy Sundays, Tokyobike knows better than anyone that it’s all about the journey, and as we grew up in the ocean, Hayden’s beautiful surfboards really cap off that Australian outlook on life and design.”

The temporary home on the corner of Prince & Bowery is the brand’s second retail experiment, after opening a pop-up for five hours only earlier this year in Melbourne.

The accessories firm said the US is now their largest market.

“It was a ton of fun designing what our brand feels like in a physical space but we’re excited to create something bigger,” said Halligan.

After being ‘born on Instagram’, the brand did $100,000 in sales in its first day of business in December 2014. One year later and the socially-savvy millennial brand went on to pass the $1 million mark in a single day’s sales, on its first birthday.

Founded in Melbourne by Alex McBride and Gretta van Riel, the brand designs and sells watches, frames, bags and journals to 75 countries.

This story first appeared on sister site, Inside Retail Australia.

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