E-tailer Modern Citizen opens showroom in SF

Modern Citizen, womenswear e-shop, announced the opening of its new showroom in San Francisco.

The digital startup, which was based out of Los Angeles briefly, told WWD that it will open a new showroom on Octavia Street. The 1,300 square foot space will open on Thursday, June 11. The move was strategic for the brand to expand outside of its digital format. Jessica Lee, founder of Modern Citizen states that the showroom opening was intended to attract more customers in an innovative way. “Having a website and a pretty one at that just isn’t enough for a customer to experience your product,” Lee told WWD.

The new showroom will not only serve as a place for commerce but for events and workshops in the future as well. Workshop classes include arts and crafts, flower arranging and more. “We want to create an inspiring and engaging environment where [women] can come together with their peers and learn, socialize, and most importantly, enjoy themselves,” Lee told SF Chronicle. The first event will be set for later this month in June, according to WWD.

The online apparel brand was founded by Lee in February 2013. Currently the company has 1-10 employees. Modern Citizen emphasizes urban, contemporary style for the modern woman. The pieces range from edgy cutout dresses, steel-toed slippers, to pendant necklaces. Overall, the brand represents an elevated style for casual wear as well as business attire. The brand emphasizes chic and urban style with muted, neutral colors. Prices for the digital fashion line go up to 140 dollars.