Woolite To Open Pop-Up Shop In New York City

Woolite plans to unveil its new look during New York Fashion Week, with a pop-up shop in the SoHo section of New York City. The boutique, which opens Sept. 6, will feature the latest fashions and following the brand’s campaign slogan—”WooliteWashed. Clothes look like new, longer”—each item showcased will be washed in Woolite so that consumers can experience firsthand and be amazed by the brand’s product benefits.

“Since Woolite launched in 1952, we have grown with generations of consumers through honoring our brand promise,” said Laurent Faracci, general manager of Reckitt Benckiser USA, the parent company of Woolite. “The WooliteWashed Boutique is a testament to how strongly we believe in our product. We understand the deep emotional connection that consumers have with their wardrobes, and we want to show them in dramatic fashion how Woolite can help keep that love alive.”

The brand is dovetailing a focus on its machine wash detergents, which have a special formula to help protect clothes by not causing fading, shrinking and stretching, with a fall-launching media campaign.The personal, story-telling narrative behind the new WooliteWashed advertising will be infused into the boutique via interactive elements and social media initiatives, to reinforce the importance of the brand’s clothing preservation mantra, “Make True Love Last.”

Consumers will be able to purchase limited-edition garments and accessories, also pre-washed in Woolite, from five notable designers, including Dannijo, Felix Rey, LNA, Laundry by Shelli Segal and Timo Weiland. 100% of the proceeds will be donated to Save the Children, a non-profit creating lasting change in the lives of children in need in the US and around the world.