First Look: Brookstone stores get a big makeover

Marianne Wilson
Marianne Wilson profile picture

Travel retailer Hudson has unveiled the next-generation store experience for Brookstone.

Hudson acquired the assets related to the operation of Brookstone stores in U.S. airports and also obtained the right to be the exclusive airport retailer to operate Brookstone stores in fall 2019. (Brookstone filed for bankruptcy in 2018 and went on to close its mall stores.)

The company has reimagined the Brookstone store experience with a new design that includes sleek, ultra-modern interior, an expanded product assortment and immersive digital elements. Elements of the reimagined Brookstone have been incorporated into locations at Nashville International Airport, Norman Y. Mineta San Jose International Airport, Seattle-Tacoma International Airport (SEA) and the Virgin Hotels Las Vegas. Hudson plans to open new stores featuring the full redesign in the coming months.

The new Brookstone store exterior is warm and inviting, blending soft ambient lighting with shades of Brookstone’s signature blue. Inside, an open floor plan and interwoven design elements encourage exploration and inspiration throughout the entire spaces. Informational screens, hands-on product demonstrations from store associates and other interactive touchpoints combine to made the store an immersive oasis for travelers of all ages.

The space is divided into branded discovery zones to promote ease of use. The fixtures are completely modular, allowing for a seamless transition of products to provide first-time and repeat shoppers alike with the latest innovative products, the hottest on-trend items and seasonal favorites. Key zones include audio, luggage, massage, travel essentials, wellness, tech essentials and STEM.

In addition to the top brands, each zone also features a prominent collection of Brookstone-branded products. New custom packaging reflects how each product fits within today’s lifestyle.

“Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the electronics categories synonymous with Brookstone with newer product categories like STEM learning and wellness,” said Michael Levy, senior VP and chief merchandising officer of Hudson. “A big focus for Hudson has been expanding our merchandising assortment to create an all-encompassing shopping experience, and our evolution of the Brookstone brand is just the latest example of how we’re innovating to successfully deliver on these growth opportunities to serve the evolving needs of travelers.”

Hudson currently operates more than 30 standalone Brookstone stores in airports. It also continues to expand the brand into new non-traditional formats, including automated retail and Evolve by Hudson, a new specialty brand experience features shop-in-shops.

Read More: Hudson Nonstop opens second Amazon-powered contactless store]