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Soft Surroundings Pampers Customers
At a time when many retailers are cutting back on store expansion, Soft Surroundings is doing just the opposite, growing its retail footprint with a prototype that brings its brand experience to life. The women’s lifestyle brand, founded in 1998 as a catalog retailer, opened its first store in 2005. But it’s only been in the past couple of years that Soft Surroundings, which also has a thriving online business, has made a big push into brick-and-mortar. (In summer 2013, private equity firm Brentwood Associates took a majority interest — 55% — in the firm.)
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SHOP TALK
RANDOM NOTES: The North Face puts its passion for adventure and the great outdoors front and center in its new flagship in London. Designed to inspire customers to explore the world, the 4,300-sq.-ft. store features skylights, live greenery, tree trunks that extend through the ceiling windows, and such tech enhancements as a virtual reality experience that takes viewers on a journey through Nepal. Digital screens (“sky windows”) set in the ceiling have imagery that reflects outside weather conditions.