The End is anything but what its name suggests. Known for beaches, food and nightlife, Montauk is also becoming a shopping Mecca. Last year, Poolside Collective created a 230-square-foot space in Montauk Beach House and is now partnered with Brand Assembly in hopes to share even more specialized products with all who walk through their door.

“We are excited to be working with Poolside Collective and the Montauk Beach House to bring exposure to this talented group of emerging designers,” said Brand Assembly co-founder Hillary France in a press release. “This is a unique opportunity for them to be able to get their collections in front of a new audience of shoppers and we are so thrilled to be able to make it possible.”

Brand Assembly, a platform for fresh designers to take flight, took on the partnership with Poolside Collective to bring together a carefully curated shop for east end natives and visitors to explore and enjoy goods from around the world.

The partners’ collection includes brands such as Quality Mending, Calle Del Mar, Shaffer LA, Finlay & Co, Camilla, Nialaya, Lulu Frost, George Frost, CRAP Eyewear, Mirth Caftans, as well as up-and-coming brands hand-picked by both parties.

Contemporary designers like WHIT, Elle Sasson, Maria Stanley, Nikki Chasin, Rachel Antonoff, Upstate, Morgan Carper and Ohlin/D are among the showcased artists excited to be a part of Long Island’s popular beach town.

Designer Whitney Pozgay of WHIT shared in the excitement,”When Brand Assembly approached me to be a part of its Montauk pop-up shop, I felt it would be an ideal place to share the collection this summer.”

Shoppers can stop by the shop-in-shop until Monday, September 5 from 11am to 3pm on Monday, Wednesday, Thursday and Sunday, and 11am to 6pm on Friday and Saturday. Look out for it by the pool at the Montauk Beach House located at 55 South Elmwood Avenue.