Billboard Women in Music 2025
Minnow, the Charleston, S.C.-based family lifestyle brand known for its swimwear and resortwear, has opened a pop-up on the Upper East Side at 829 Madison Avenue.
The 238-square-foot store, which opened Wednesday, will remain open until the end of the year. This marks Minnow‘s first brick-and-mortar presence in the Northeast, and follows the successful opening of its Charleston flagship in 2023.
“Bringing Minnow to Madison Avenue marks an exciting new chapter for the brand,” said Morgan Smith, founder of Minnow. “New York has always held a special place in my heart, and we’re proud to introduce a new location that reflects our coastal roots while serving families here in a meaningful way. Our mission has always been to create thoughtfully designed, premium products that encourage quality time together — sunshine awaits.”
The decor of Minnnow’s Madison Avenue store.
Courtesy of Minnow.
The store features the full spring collection as well as pieces from the brand’s recent partnership with Liberty Fabrics and an assortment of limited-edition styles available exclusively at this location.
Minnow caters to men, women and kids. In addition to swim and resortwear, it carries pajamas, knits, curated accessories, handbags, and hats by Sarah Bray.
The store was creatively conceptualized and designed by a friend of the brand, Claire Pritchett, who created the feeling of a serene poolside cabana, with custom fabric paneling across the ceiling and walls, that was designed in-house.
A look inside Minnow.
Courtesy of Minnow.
