The Beatles are Headed to SoHo with New ‘Thread Shop’ Pop-Up
The Beatles are headed to SoHo.
Last week, the music press at large revealed that Sony Music Entertainment secured the North American merchandising rights to the Fab Four, and that a holiday pop-up is underway. The lucky neighborhood chosen for this marketing stunt is SoHo.
The new store will be temporarily headquartered at 163 Mercer Street beginning this week, stocked with new apparel designs, toys, and other Beatles-branded products. It’s operated under Sony’s Thread Shop division, which is working in tandem with The Beatles’ Apple Corps. record label.
The holiday shop debuts Wednesday and runs through December 22. And there looks to be some sort of concluding event the next day.
Moving forward, the Beatles licensing agreement with Thread Shop entails retail expansion into mall stores like Target, Hot Topic, Forever 21, and FYE.
Other Thread Shop artist partners include Bob Dylan, Camila Cabello, DJ Khaled, Led Zeppelin, Lil Nas X, Maluma, Ozuna, P!nk, Shania Twain, and Zayn.