July 28--Chicago designer Maria Pinto plans to open a showroom in Chicago's West Loop neighborhood where women can try on and order items from her line of low-maintenance dresses and separates.
Pinto, whose M2057 line is currently available online and at a summer pop-up in Lincoln Park, said she is following the model of menswear brand Bonobos, which was one of the first online retailers to supplement its e-commerce operations with physical showrooms it calls "guideshops."
Pinto's new 2,000-square-foot "studio," at 833 W. Washington St., will feature every style in every size for customers to try on and place orders. The items will be sent directly to their homes with no delivery charge.
She hopes to open in late October.
Pinto said she chose the West Loop for a permanent showroom because its vibe aligns with her brand. Other designers setting up shop in the hot neighborhood this fall are casual luxury brands Billy Reid on Randolph Street and Kit and Ace on Fulton Market.
"I love the synergy of the galleries on the street, the whole energy of the area has always been a draw to me," Pinto said. "The space will be much like a gallery, clean and welcoming."
The new shop is just a few blocks from Pinto's original retail store at 135 N. Jefferson St., that she closed in 2010 as the bad economy roiled retailers. At the time, Pinto had risen to prominence as a favorite of Michelle Obama's. Her designs also were worn by Oprah Winfrey and Brooke Shields.
Pinto relaunched her business in 2013 with a Kickstarter campaign introducing M2057, a line of sophisticated yet versatile clothing. It is made of an Italian nylon-elastic fabric that is high-function, machine-washable, travels well and hangs to dry. She said business has been "amazing."
"Whether you're professional or philanthropic, we all need low-maintenance clothing," Pinto said.
A showroom was always in the plans, she said, but she was waiting for her company to reach certain benchmarks before taking the leap.
aelejalderuiz@tribpub.com
