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Jonas Brothers open ‘Happiness Begins’ pop-up shop in NYC 

The Jonas Brothers pop-up in Chelsea is where "Happiness Begins" for fans in search of merch on Friday. Photo Credit: Jeff Bachner

Anchored to the band’s local appearances, the store overflows with branded merch.

The Jonas Brothers pop-up in Chelsea is where "Happiness Begins" for fans in search of merch on Friday.
The Jonas Brothers pop-up in Chelsea is where "Happiness Begins" for fans in search of merch on Friday. Photo Credit: Eric Medsker

Just call it a Jonas Brothers weekend.

A pop-up shop dedicated to the brothers’ "Happiness Begins" tour has opened in New York City for Labor Day weekend. The store, located at 430 W. 15th St., is loaded with Jonas Brothers-branded merch, including tees, sweatshirts, hats and other "new and exclusive" items. 

An event listing for the Jonas Brothers pop-up says signed memorabilia will be available for purchase. A few lucky fans may even be able to score free tickets to the reunited band’s Madison Square Garden tour date, set for Friday night, during a promised giveaway. 

Rayna Sims (left), 23, of the Upper East Side and Sarah Sabatke, 23, of Columbia, Missouri, peruse the JoBros-branded items on Friday. 
Rayna Sims (left), 23, of the Upper East Side and Sarah Sabatke, 23, of Columbia, Missouri, peruse the JoBros-branded items on Friday.  Photo Credit: Jeff Bachner

The store, a takeover of the pre-existing Shop Nation retail space, is set to remain in Chelsea through Saturday. Fans can shop the merch on until 7 p.m. Friday and 11 a.m. to 3 p.m. Saturday. 

It comes on the heels of Taylor Swift’s "Lover Experience" pop-up, which brought hundreds to Chelsea Aug. 23-25. The shop opened in celebration of her "Lover" album release. Singer Shawn Mendes opened his own temporary experience, "This Is Shawn," in NYC that same weekend to promote his two-night stint at Barclays Center. 

For their reunion, the Jonas Brothers set three "Happiness Begins" tour dates in the city: A two-night run at MSG (Thursday and Friday), followed by a Nov. 23 date at Barclays Center. The brothers also performed an exclusive show at Webster Hall on Aug. 20. 

Fans have until 3 p.m. Saturday to visit the store.
Fans have until 3 p.m. Saturday to visit the store. Photo Credit: Jeff Bachner

Meghan Giannotta