Fashion Brand ‘SNIDEL’ Takes Space on Orchard Street
One year ago, loungewear brand Gelato Pique opened a holiday pop-up shop at 144 Orchard Street. The goal was to generate short-term growth on a path to permanence.
They ended up staying; however the store closed last month in anticipation of relaunch just a block south. Awning is already installed at 125 Orchard Street, in what was previously the annex for Extra Butter (and Gisele before that).
Meanwhile, sister brand SNIDEL is likewise pushing into the Lower East Side fashion scene. Plans for their Hell Square endeavors were finalized at the same time, but didn’t quite hit the mark of April 2018. Founded in Japan as a fashion label for women, the neighborhood store is the first stateside home for the company. It’ll be taking over the retail space left by Gelato Pique.
Both Gelato Pique and SNIDEL are together subsidiaries of Mash Holdings, which entered the United States market with Mash USA Inc. They bow on Thursday (October 25).