Phe Phe Opened SoHo Pop-Up Store in New York

Founders Brigette McHale and Danielle Pheloung launched a short-term retail space to test physical engagement.

Updated on Oct. 2, 2026 in Openings & Closings

Isometric editorial illustration showing a modular retail store floor plan with clean lines and a professional, analytical aesthetic. — Founders Brigette McHale and Danielle Pheloung opened a short-term retail pop-up store for their brand Phe Phe on Greene Street in SoHo. AI Illustration. Upload story photo >

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Brigette McHale and Danielle Pheloung have opened a Phe Phe pop-up store at 131 Greene Street in SoHo. The retail space, created in partnership with Shopify, offers new clothing and beauty products through October 4, 2026.

Why it matters

The pop-up store acts as a physical extension of the founders' online brand to build community and gather direct feedback. Establishing these tangible touchpoints serves as a strategy to improve merchandising and ensure long-term business viability.

The temporary retail space at 131 Greene Street features workwear priced between $78 and $198, with the studio edit collection ranging from $45 to $98. The shop also stocks new accessories, including $20 claw clips and a $30 brush.

The players

Brigette McHale

Founder of the Phe Phe brand who uses community-driven digital content to inform retail expansion.

Danielle Pheloung

Co-founder of Phe Phe focused on creating physical brand experiences to deepen customer engagement.

Shopify

A global commerce platform providing the infrastructure for independent brands to manage both online and physical retail storefronts.

The details

The store layout is designed to mirror the daily vlog routines of its founders, featuring distinct zones such as a 'get ready with me' corner, an office quadrant, a gym, and a coffee bar. This spatial strategy allows the brand to integrate physical retail with its digital content strategy, using in-person customer interactions to refine future product development and merchandising efforts.

The pop-up store opened in SoHo on October 2, 2026.
The retail installation concludes operations on October 4, 2026.

Market Landscape

This activation follows the broader industry trend of digital-first brands utilizing short-term physical spaces to bridge the gap between online communities and retail. It reflects a growing shift toward experiential storefronts designed for real-time customer data collection.

Operators should observe how the brand uses the store's thematic zones to convert digital engagement into physical foot traffic. Tracking the conversion rates of these specific layout categories can provide a benchmark for future pop-up planning.

The takeaway

Building physical retail experiences allows brands to collect qualitative feedback that is often difficult to capture through digital channels alone. Monitor how the brand incorporates the data collected during this three-day window into its next product launch cycle.