HÀ NỘI — Coolmate, the Vietnamese fashion brand born online, has stepped into the real world with its very first store in Hà Nội, opening the lid on years spent inside a digital box where customers discovered products through screens, images and detailed descriptions.

Now that the box has been opened, giving people the chance to see the fit, feel the fabric and try things on for themselves.

The move is part of Coolmate’s broader growth journey, guided by three directions: Go Global – taking Vietnamese products abroad; Go Women – expanding into womenswear; and Go Offline – building a network of physical stores.

Founded in 2019, the brand has followed a direct-to-consumer model focused on quality and convenience. Opening its first store is a natural extension of that approach, bringing a technology-led lifestyle into a new kind of retail experience.

Inside, the space has a distinctly futuristic feel. Transparent LED displays and a sleek showroom-style layout set the tone, while technology operates quietly in the background to keep the shopping process smooth. Product discovery systems, self-checkout counters and customer service policies such as unlimited exchanges and returns are designed to give shoppers greater control.

Coolmate’s chief executive officer, Phạm Chí Nhu, described the opening as a milestone.

“Coolmate started as an online brand, but we have always wanted a space where customers can truly experience our products. Our first store at Hanoi Centre is a key step in our Go Offline strategy, where technology, products and lifestyle come together to deliver a completely new shopping experience,” he said.

Guests at the launch were given a personal tour by the CEO, exploring fabric innovations, product lines and the store’s design. The day also included a Training Activation for the active community, with sessions in Body Balance, Body Combat and Zumba.

The energy was contagious, with participants moving together in a celebration of fitness and community — reflecting Coolmate’s strong presence in sportswear and its belief in clothing designed to support modern life, from work to exercise to relaxation.

At its heart, Coolmate’s first store is more than simply a place to shop. It is a space where practicality meets style, where technology enhances rather than overwhelms and where customers can connect with the brand in a way that feels both fresh and familiar. — VNS