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RackedHampton: Hermes Embraces Beach at New Pop-Up

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[Photos courtesy Sophie Donelson/HC&G]

Hermès threw open the doors to their first seasonal outpost in East Hampton on Wednesday, welcoming shoppers into a beach-themed version of the French brand's growing retail empire. After many seasons of selling merchandise through other vendors, Hermès is taking on Main Street itself, testing the waters with a temporary shop likely to return during "the next two to three summer seasons", according to the company's CEO. If all goes well, a more permanent location will be scouted. Located at 63 Main Street in the former brick building used by Victory Garden, the 2,000 square foot store will stock pareos, bathing suits, leather goods, and, of course, brightly colored scarves. Like many other summer pop-ups, Hermes in East Hampton is exclusively offering" a limited-edition Zèbres beach towel" ($530) in the brand's signature orange color—because when you think East Hampton, you think Zebras, no? [More on the store in WSJ Magazine and WWD.]