New York is getting a heavy dose of twin power as lifestyle influencers Brigette McHale and Danielle Pheloung make their physical retail debut. Less than a year after officially entering the fashion space with the launch of their brand, Phe Phe, the famous sisters are opening the doors to their first-ever pop-up store in the heart of SoHo.
Located at 131 Greene Street, the immersive retail experience was created in partnership with Shopify. Rather than a traditional storefront simply designed to display garments on racks, the pop-up is conceptualized to bring customers directly beyond the screen. The interior layout takes shoppers on a realistic journey through a typical day in the life of the founders, featuring meticulously designed vignettes that include a "get ready with me" corner, a dedicated office quadrant, an active gym space, and a fully functional coffee bar.
This environment is deeply familiar to anyone who has followed Brigette and Danielle’s digital footprint over the years. The store map mirrors the cadence of their viral daily vlogs on TikTok, paying homage to the content that initially won over millions of followers. Longtime fans will recall the era when Danielle was still balancing long hours at Goldman Sachs—sharing her popular "5 to 9 before 9 to 5" routines—while Brigette pursued fashion content creation full-time, securing major brand partnerships with industry giants like L’Oréal, Amazon, and Tarte.
That authentic lifestyle, both past and present, continues to serve as the core engine driving the Phe Phe brand strategy today. Speaking about the rapid evolution of the business, Danielle Pheloung explained that the brand was always intended to be a natural extension of their daily existence, their personal lives, and their growing community. That foundational authenticity is precisely why they have been able to scale so quickly and elicit such a overwhelmingly positive reaction from consumers, noting that the brand simply feels like a genuine part of who they are.
Debuting alongside the brick-and-mortar opening are the brand’s latest fashion collections, which span both elevated workwear and functional activewear. The sophisticated workwear assortment includes tailored pieces designed for the modern professional, featuring double-breasted vests, the signature Danielle blazer, a tailored maxiskirt, the matching Danielle trouser, a high-neck blazer dress, a chic ruffle top, and trouser mini shorts. Pricing for the workwear line ranges from $78 to $198, catering to consumers looking for versatile, contemporary office attire with a distinct editorial edge.
Meanwhile, the studio edit focuses on comfort and movement, offering pieces such as halter tops, halter bras, low-rise pants, gym shorts, shrugs, and cozy fleece half-zips. With price points starting at $45 and topping out at $98, the activewear collection bridges the gap between high-performance athletic gear and relaxed lifestyle apparel.
In addition to expanding their apparel offerings, the SoHo retail experience coincides with the launch of several new accessories and beauty products. Customers visiting the pop-up can purchase the brand’s new claw clips priced at $20 and the new Bombshell brush priced at $30. The opening also marks the official restock of their highly sought-after, bestselling hair roller set, which retails for $45.
The introduction of beauty products into the product mix is a calculated and deeply personal move for the founders. Brigette McHale noted that expanding into beauty felt like the most logical next step following the initial success of their fashion launches. She pointed out the amusing irony that her entire online following was initially built through hair roller tutorials, making hair tools an organic fit for the brand’s expansion. However, she emphasized that they are taking a measured approach, clarifying that they are not attempting to transform into a traditional beauty brand overnight. Instead, the team is carefully evaluating products that seamlessly fit into their daily lives and routines, hinting that this launch represents just the beginning of a much larger beauty roadmap.
Working together as sister-founders has proven to be a distinct advantage as the brand navigates its rapid growth. Ahead of Phe Phe’s market debut, McHale famously likened building a business with her sister to "unlocking a superpower," a sentiment that remains entirely true a year into the venture.
According to McHale, their differing instincts ultimately make the final product significantly stronger. One sister might introduce the foundational concept for a campaign, while the other immediately brainstorms ways to elevate it, make it funnier, or push it in an unexpected direction. Because they are sisters, there is no hesitation in offering blunt constructive criticism—such as stating outright that an idea is not working—or pivoting completely halfway through a project. Ultimately, both founders share a singular focus on achieving the absolute best version of every creative concept.
That collaborative, detail-oriented process was applied directly to bringing the first Phe Phe pop-up to life. When asked whether this physical activation serves as a permanent preview of the brand’s future retail footprint, Pheloung indicated that the pop-up represents the opening chapter of a much larger global vision. Having started with a very specific product line and a razor-sharp point of view, the founders have successfully cultivated a brand ecosystem that touches numerous facets of their everyday lives. Moving forward, the goal is to curate many more physical experiences and foster deeper community engagement through direct, in-person interactions with their customers.
For the leadership team behind the scenes, bridging the gap between digital content and physical retail is critical to ensuring long-term business sustainability. Ashley Leo, president of Phe Phe and founder of The Leo Group, emphasized the immense value of moving the community offline. Having a physical storefront allows the brand to observe firsthand what products resonate most with shoppers, which garments they are trying on, what items they are actually purchasing, and what they hope to see next. Those invaluable consumer insights feed directly back into the corporate pipeline, informing everything from product development and merchandising strategy to ongoing content creation and marketing campaigns.
The Phe Phe pop-up store is currently open to the public through Sunday at 131 Greene Street.
