The California-inspired contemporary brand is elevating its physical presence to complement its collections.

The brand is opening new stores in Philadelphia and Atlanta, renovating three existing locations and opening a pop-up in Aspen this fall as it strives to elevate its physical presence.

In Philadelphia, where Vince also operates a store on Walnut Street in Center City, the new 1,300-square-foot store will be located in Ardmore, Pa., in the Suburban Square shopping district. That store is slated to open Friday.

That will be followed by a 1,500-square-foot store in Atlanta’s Buckhead Village shopping center. That space is a relocation of a store that had formerly been in Phipps Plaza.

This will bring the number of full-price Vince stores globally to 44.

“We’re looking at this as Vince 2.0,” said Jill Norton, chief commercial officer of Vince Holding Corp. “We’ve always been anchored in key markets, but now we’re showing up in an elevated way.”

She said the new stores are a “continuation” of the company’s strategy that was unveiled when it opened its Madison Avenue flagship last year. “We’re still celebrating our California aesthetic but elevating the product and store experience.”

In addition to the new stores, the Vince stores in Scottsdale, Tysons Corner Center in McLean, Va., and on Abbot Kinney in Los Angeles have also been renovated.

And from Dec. 10 to 13, Vince will open a pop-up at the Mollie hotel in Aspen. The shop will sell the exclusive capsule Vince created for Nordstrom’s 125th anniversary as well as other products from its fall collection, Norton said.

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