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Enough of the “retail is dying” narrative that has dominated so many headlines the past few months. It’s way overplayed.
Brick-and-mortar is evolving, not dying. And it’s full of exciting new players — many of them digitally native — that are infusing the industry with something it can always use: new blood. Here’s a quick rundown of some of these newcomers to the physical space:
Away: “Smart” luggage is Away’s calling card. The fast-growing startup brand specializes in suitcases that combine external USB ports for phone charging with a sleek design and other features to help take the stress out of traveling. With stores in Manhattan and Los Angeles, Away has more locations in the pipeline.
Brilliant Earth: The ethically sourced bridal and fine jewelry retailer is expanding in brick and mortar, with a showroom format designed to provide a high-touch, personalized experience for every customer. The brand donates 5% of its profits to help communities impacted by the jewelry trade build a brighter future.
Eloquii: Following a successful pop-up run at The Fashion Centre at Pentagon City, the plus-size fashion brand just opened its first permanent space at the same center. The stylish outpost, which blends offline and online retail, is just the beginning. Eloquii expects to open upwards of 40 stores during the next three to four years.
Everlane: This clothing brand, whose promise of “radical transparency” has won it a devoted following, is opening a flagship in its San Francisco hometown. The socially conscious retailer discloses how much it costs to make each item, breaking it down by materials, labor, duties and transport, and also reveals its markup. Expect its store to reflect the minimalistic style of the items (for men and women) on display.
Indochino: The made-to-measure menswear brand is on a roll, doubling its U.S. store count from five to 10 this year, along with opening three new stores in Canada. The goal is to open 100 locations during the next five years. Shoppers at Indochino are paired with a “style guide” who helps them design a one-of-a-kind suit or shirt. The associates take shoppers through a variety of personalization options.
The RealReal: The leader in online secondhand luxury goods is opening an 8,000-sq.-ft. store in Manhattan. The brand stands out in the resale market due to its rigorous authentication process, which it uses to weed out fake luxury goods and authenticate the price of its goods.
ThredUp: ThredUp, which just opened a location at Tanger Outlets in San Marcos, Texas, and has four more in the works, doesn’t look or feel like a typical thrift store. It has a clean, modern look with a minimalist aesthetic and sells secondhand fashions of the latest brands at a deep discount. The store is powered by proprietary technology and a massive amount of online customer data, with inventory reflecting items that are trending in each store’s specific locale.
Untuckit: Known for its signature shirts designed to be worn untucked, Untuckit has opened its sixth store, in Dallas. Upcoming locations include Mall of America and King of Prussia Mall. The menswear brand has added women’s shirts and tops to its mix. It reportedly plans to open 100 stores over the next five years.
Marianne Wilson
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