Kendall Jenner is bringing her famous sense of favor to a store this summer.

Fwrd, the Revolve Group-owned luxury e-commerce player with Jenner as its creative director, will open its first pop-up shop June 9 at 8804 Melrose Avenue in Los Angeles.

The situation at Robertson Boulevard is true within the hubbub of West Hollywood, near celebrity-frequented retail and dining destinations including Craig’s, Cecconi’s, Maxfield, Chrome Hearts and Palace Skateboards.

The 4,000-square-foot space will feature women’s and men’s apparel from established and emerging designers, in addition to beauty, accessories, art and homeware. The offering can even include rare vintage handbags, clothing, jewelry and sunglasses from Chanel, Dior, Jean Paul Gaultier and Gucci through the Fwrd Renew platform.

“I’m beyond excited to bring the primary Fwrd pop-up to right where I grew up in L.A. It’s a significant step for us as a team, and as creative director, to curate a few of the most effective products our designers should offer and deliver something fresh and unexpected that we will finally experience in person. Let’s do it,” Jenner said in an announcement.

“Fwrd has been around since 2012 and we feel like at this time limit, there’s a very big opportunity to support growth and proceed our brand awareness efforts with physical retail. I feel a giant a part of our future goes to be physical retail,” April Koza, vice chairman of Fwrd, told WWD.

Revolve Group’s inventory is housed in Southern California, so local customers will have the ability to pick out items from the Fwrd website and have them delivered to the shop to try on the following day.

“It really gives the buyer the chance to usher in the product that they need, and curate the themes in the shop and the storytelling.…The combination is vital and something we actually need to maintain constructing on as we dip into the physical retail space,” Koza said. Customers may also book personal styling sessions and make Revolve and Fwrd online returns at the shop.

The layout will include one larger room for ready-to-wear by Advisory Board Crystals, Alaïa, Area, Beams+, Bode, Coperni, Bottega Veneta, Givenchy, Jacquemus, LaQuan Smith, Kidsuper, Mugler, Rhude, Sky High Farm, Thom Browne, Tom Ford, Toteme, Versace, Visvim and more, and one smaller room where accessories will come to life.

“Bags and shoes are almost half of our business and we would like to ensure that that those are rather well represented with a giant moment in the shop,” Koza said. “I’m particularly enthusiastic about our offering of pre-owned, because along with bags, we’re offering ready-to-wear in the shop, so think rare vintage like a Dior newspaper dress or a Chanel terrycloth bikini from the Nineties. It’s really going to talk to our first theme of summer in L.A.”

The shop’s themes will change throughout the summer and the pop-up shall be open until Aug. 13.

“We’ve 30,000 stock keeping units online and we will’t possibly replicate that in a physical space, so we’re looking to present her a reason to return back through telling stories through the merchandise within the space,” said Koza, noting the primary theme is embodied by Jenner in a latest ad campaign, and shall be expressed in store through swimwear by Mugler, Alaia, Bottega Veneta and others.

Every brand and product is curated by Jenner. “It’s all of her favorites,” the manager said, happening to clarify how the connection with the model has been helpful for Fwrd.

“On the Revolve twentieth anniversary dinner, she wore and posted an Alaïa dress that retailed for nearly $6,000 and it sold out immediately. Everyone seems to be following what she wears, the brands that she’s going after. Take a brand like Heavy Manners, which is that this incredible swimwear brand that she’s worn for some time. They’re direct-to-consumer, but due to that relationship, in addition they sell to Fwrd. We’re the one retailer in order that’ll be in the shop, after all. So those really organic connections are what has been essential.”

Several of Fwrd’s top clients shall be flying to L.A. for the opening event, she added.

Fwrd’s first pop-up comes at a time when global luxury e-commerce players have gotten increasingly competitive about grabbing L.A. market share and courting high-spending clients with elaborate events.

Recently, Mytheresa and Loewe Paula’s Ibiza partnered on a ceremonial dinner on the Sheats-Goldstein residence, and Net-a-porter launched its exclusive Erdem-designed vacation collection with a dinner on the Chateau Marmont.

“I don’t think we’re ever trying to copy what anyone else is doing.…Having Kendall involved and having her really enthusiastic about doing something in physical retail was the driving force behind this and constructing out an area where you would really feel what Fwrd is versus just scrolling online,” Koza said.

Fwrd plans to partner with brands throughout the summer to host each public and invite-only activations, including events with The Row, Versace and Miu Miu.

“We’re doing this really cool drink experience with Versace where you may are available in and construct cocktails and we’ll have the brand new collection. These shall be experiences that you would be able to’t buy.”

On the longer term of everlasting Fwrd stores, and when the primary one will potentially roll out, Koza said it was too soon to comment. “We’ve really high expectations. There still will at all times be a very strong tide of digital in whatever we’re doing.…But that is something that we’re seriously exploring across the country, not only in L.A.”

Publicly traded Revolve Group Inc., the next-gen fashion retailer geared toward Millennial and Gen Z consumers and led by co-chief executive officers Michael Mente and Mike Karanikolas, was founded in 2003.

In 2012, the e-commerce platform tapped L.A. retailer Elyse Walker to launch and fashion direct the luxury-oriented Fwrd.com, which she has since exited to give attention to her own business.

In 2021, Fwrd named Jenner its first creative director. In first-quarter results released May 3, Revolve reported Fwrd net sales were $48 million, a year-over-year increase of 5 percent. Overall net sales for Revolve Group were $279.6 million, a year-over-year decrease of 1 percent.