Kith Women and Vivrelle bring Hamptons style to Bridgehampton pop-up

Kith Women and Vivrelle turned 2397 Montauk Highway in Bridgehampton into a more than 1,400-square-foot case study in how Hamptons retail is changing. The pop-up combines Kith Women’s Summer 2026 collection with Vivrelle’s curated designer handbags and jewelry, available to borrow or purchase, so the point is not just selling clothes but staging access.

That is the sharp part of the strategy. This is Kith Women’s first retail presence in the Hamptons, the first collaboration between Kith Women and Vivrelle, and Vivrelle’s second seasonal retail concept. The space opened Friday, May 22, and is set to run from Memorial Day weekend through Labor Day weekend, with September 7 listed as the last day to shop. In a market where summer wardrobes can feel overcommitted by July, the pitch is obvious: let shoppers rotate into the season without locking themselves into every bag, heel, or trend.

The setting does a lot of the work. For Everyday Life designed the Bridgehampton space to read like a classic Hamptons residence, with smooth cedar shingles, gambrel rooflines and a large front lawn. Inside, the palette goes beachy without slipping into cliché, using blues and natural wood that suit the East End better than anything overly polished or precious. It feels less like a store buildout than a summer house that happens to merchandise very well.

Kith Women’s assortment leans into the season hard: swimwear, matching sets, seasonal silhouettes, footwear, fashion accessories and Kith Kids apparel and accessories, all marked for purchase only. Vivrelle brings its own draw through the rental side of the equation, but the real lure is the way the two brands are stacking lifestyle into one stop. Ronnie’s Pronto Freezes show up in coffee and matcha flavors, creamsicles and Kith Treats are part of the mix, and the pop-up is expected to host weekly activations with brand collaborations, wellness experiences and member events throughout the summer.

Blake Geffen, Vivrelle’s chief executive and co-founder, has framed the Hamptons as a strong destination for experience-led retail, and that is exactly what this is: a softer, smarter way to capture affluent summer foot traffic before it disappears into private houses, beach clubs and dinner reservations. Forbes noted Vivrelle’s 2025 Hamptons pop-up with FWRD, which makes this Bridgehampton move feel less like a one-off and more like a second-season experiment. In the East End, where the right lawn, the right stripe, and the right bag matter, Kith and Vivrelle are betting that atmosphere now sells as hard as product.