Vivrelle and Kith Women open Hamptons pop-up in Bridgehampton

Vivrelle and Kith Women are betting that the new luxury flex is not owning more, but moving faster. Their Bridgehampton pop-up folds borrow-or-buy shopping, seasonal product drops and weekly activations into one polished East End stop, giving summer shoppers a reason to treat Main Street like a destination rather than a pit stop.

The Vivrelle | Kith Women Hamptons Pop-Up will open May 22 at 2397 Main Street in Bridgehampton, N.Y., and run through Labor Day. Hours are set for Monday through Thursday from 9 a.m. to 6 p.m. and Friday through Sunday from 10 a.m. to 7 p.m., with Tuesdays closed in May and June before the shop shifts to seven-day-a-week service starting July 1. That schedule alone tells you what this is really selling: access, convenience and the feeling that luxury should fit into a beach season, not sit behind a permanent storefront.

Vivrelle’s side of the equation leans hard into the modern renter-as-client model. Memberships start at $49 a month, and the brand’s assortment spans handbags and jewelry from Chanel, Hermès, Gucci, Saint Laurent, Dior, Cartier and Van Cleef & Arpels. For the top tier, Vivrelle Privée goes even higher, with invite-only access to pieces like Hermès Birkin and Kelly bags. In a market where shoppers are increasingly happy to borrow the trophy bag and spend the rest of the weekend styling around it, that pitch is exactly the point.

Kith brings the heat. Led by founder, CEO and creative director Ronnie Fieg, the brand operates 20 standalone stores worldwide, and Kith Women’s Hamptons outpost is the line’s first retail presence in the Hamptons. It is also the first collaboration between Kith and Vivrelle, which makes Bridgehampton a useful proving ground for both labels. Kith Summer 2026, which the pop-up will carry, leans into refined shirting silhouettes, textured polos and graphic tees built for day-to-night wear, the kind of polished-casual uniform that works as easily at lunch in Amagansett as it does at a dinner reservation in Sag Harbor.

The location matters almost as much as the merchandise. Set on Main Street, the shop sits on one of the Hamptons’ key arteries, connecting some of the area’s most trafficked vacation destinations and turning the pop-up into a deliberate stop, not a coincidence. Vivrelle already tested the market with a Hamptons seasonal activation with FWRD in 2025, and this new project feels like the next step: a luxury retail format built for the summer calendar, where temporary can still feel high-value and a storefront can behave like a destination.