Another e-retailer goes from clicks to bricks
Internet retailers entering the physical space continues to be a growing trend, if the new Sole Society store in Santa Monica, Calif., is any indication.
The company opened the doors to its first brick-and-mortar retail store at Santa Monica Place this week. Launched in 2011, the Los Angeles-based online footwear brand kicked up buzz by delivering stylish $100-and-under shoes directly to consumers' doors.
"Having built a great customer base and thriving brand through our own online business and Nordstrom, we take the exciting step of opening our first store. We are now able to present our LA-based customers the opportunity to interact with us and our product in an innovative, new retail environment," said CEO of Sole Society, Andy Solomon. "As we look towards the future of Sole Society, we see great opportunity for growth as we move beyond our online roots and bring existing consumers and new shoppers into our branded brick-and-mortar retail space."
The storefront at Santa Monica Place will feature the brand's full product line of footwear, handbags, jewelry, scarves and hats. It will also provide their trend-obsessed customers limited-time, exclusive access to styles before they hit the web. Mirroring the modern and approachable aesthetic of its e-commerce site, the store's interior features a streamlined design with open concept shelving and display platforms, lounge furniture using soft textiles, and a soothing materials story that includes stone, natural wood, matte metallic, and an accent color palette of white, warm grays, and neutral tones.
In addition to a broad selection of their branded goods, the Sole Society store will offer a revolving curated collection of apparel, home and beauty offerings from like-minded brands and local designers that resonate with the Sole Society consumer.
Keeping true to the brand's born-on-the-web roots, an in-store digital kiosk will act as a virtual concierge – offering customers the option to send gifts or mail their purchases home when traveling. The online experience will give customers the ability to search Sole Society's full assortment and inventory, shop for sold out styles or sizes and have their purchases delivered within 24-48 hours in the Southern California area. Additionally, for added convenience, customers may buy on the web and return or exchange purchases in-store.
Sole Society's retail prices range from $54.95-$149.95 for shoes and boots, $39.95-$89.95 for handbags and $19.95-$54.95 for accessories.