Tictail E-Commerce Startup Opening Holiday Pop-Up in the Former Earnest Sewn on Orchard Street
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Earnest Sewn shuttered its overpriced denim boutique at 90 Orchard Street nearly one year ago. The historically attractive cornershop – owned by Lower East Side mainstay Mark Miller – has been vacant ever since. From what we could gather, the site essentially became a workshop in those ensuing months, peppered with various tools and other construction equipment. We also heard that a number of commercial hopefuls, from retail to restaurant – were interested in planting a flag here. None of that happened. Instead, we now have a holiday pop-up experience…
Tictail – a Stockholm-based tech startup that specializes in e-commerce solutions for websites – is the mystery tenant. In an effort to boost brand awareness, co-founder and CEO Carl Waldekranz decided to open a brick-and-mortar location here at the corner of Orchard and Broome. Its presence in real life is a first for the company, and an opportunity to sell 200 of the 60,000+ brands currently available across Tictail platforms.
Tictail is not a new concept. Much like Big Cartel and others, the company targets medium sized brands that want to launch an online store without building their own.
The Tictail boutique launches at 90 Orchard with a kickoff party tonight, and will remain open indefinitely through the holiday season.