Pop-ups and Permanent Shops

It’s time to welcome a new season of pop-ups and permanent shops to the South Fork — and we’ve found the best. Here, a guide to the must-shop shops!

The Reformation Beach House

Beach ready basics and party-friendly looks line the racks of this Los Angeles-based style hub. Best of all? All of the company’s products are made using eco-friendly fabrics.

Location: 85 Main St, East Hampton

Boo-Hooray Summer Rental

The New York City-based Boo-Hooray will be transporting its crop of vintage goods to Montauk, where surf posters and coffee table books are sold alongside more precious works from the collection of Boo-Hooray’s husband wife team, Dr. Lila Wolfe and Johan Kugelberg, and their crew of eclectic friends.

Location: 805 Montauk Hwy, Montauk


Step into Aerin Lauder’s universe, where the stylish entrepreneur has curated a selection of home goods, clothing, and accessories for the aspiring chic East Ender.

Location: 83 Main Street, Southampton

Agora Market

Located at the hip new eatery Calissa, this outdoor marketplace will run through the summer season and feature vendors like Pared Eyewear, Stephanie Gottlieb, and Tai Jewelry. Oh, and did we mention there’s an Aperol Spritz bar?

Location: 1020 Montauk Hwy, Water Mill

Sunset Beach Boutique

André Balazs’s Saint Tropez-inspired hotel, Sunset Beach on Shelter Island, always manages to shake up the norm each summer. This time around, the property’s boutique will offer exclusive pop-ups by Oliver Peoples x Marysia, Thaddeus O’Neil, and Merlette, along with a weekend of custom embroidery from Maison Labiche.

Location: 35 Shore Rd, Shelter Island Heights


This enclave of Italian luxury marked its first day of business just last week, and will remain open for the rest of the summer. Expect to find the brand’s unmistakable accessories and eyewear, as well as their womenswear collection – direct from the runway. The head-turning interior, designed with unique Marni pieces from various editions of Salone del Mobile projects, makes it the perfect locale to source summer-ready hostess gifts.

Location: 66 Newton Lane, East Hampton


For the first time ever, the Gurney’s Fashion Collective will have it’s pop-up series beachside, right on Gurney’s Montauk Resort & Seawater Spa’s private beach at the newly relaunched Beach Club.

Location: 290 Old Montauk Hwy, Montauk

Sam Edelman

This 14th retail outpost for the cult favorite shoe brand will feature bestsellers and coveted new classics, as well as the recent-launched apparel line.

Location: 38 Jobs Lane, Southampton

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