The store is back (even though it never left)

The store is back, baby! That was the message I heard again and again at the National Retail Federation’s 2015 Annual Convention in New York City. It was sounded by retailers, consultants and tech suppliers alike as they rushed to explain the relevance of offline retail in an omnichannel world.



But the truth is the store never went away in the first place. Sure, some retailers are retrenching and reducing (or, in today’s PC lingo, “rightsizing”) their portfolios. It’s especially evident in the apparel sector, with some teen brands particularly hard hit. But that has as much to do with changing tastes and the emergence of such fast-fashion powerhouses as Forever 21 and H&M as anything else.



And yes, some retailers have downsized their store footprints, having discovered that bigger isn’t necessarily better and some shoppers prefer edited, more customized in-store selections now that they also have the option of virtual endless aisles. And for some, smaller stores are a function of location, a logical adaptation to the dense urban markets so many companies are now pursuing.



But smaller stores and, in some cases, fewer stores, do not negate the fact that physical stores remain the most important brand touchstone for the majority of consumers and retailers — including former pure-players. Just consider how many formerly online-only marketers have not only made the leap, but are actively growing their store presence. Warby Parker, for example, plans to open about 10 stores this year. Bonobos will open about 30 of its “Guideshops” over the next two years. Rent the Runway is expanding its fledgling portfolio with four or five new stores in 2015.



There is also plenty of activity on more traditional fronts, with some of it coming from established brands that have long flown under the radar. Soft Surroundings began as a catalog business in 1999 and opened its first store in 2005. The company, which sells women’s apparel, home and beauty products, began to get serious about building its retail presence last year, opening six stores. Another 10 are on tap for 2015.



Beauty Brands has been around since 1995, and has about 50 units. But with new private equity owners at the helm, the chain is gearing up for a big national expansion.



Foreign retailers are also looking here for growth. Activewear retailers Sweaty Betty (United Kingdom) and Lorna Jane (Australia) are both expanding stateside. Britain’s famed toy retailer, Hamleys, is looking at a multiple U.S. store rollout. And Jins, one of the largest eyewear brands in Japan, will drop anchor in San Francisco and launch a U.S. e-commerce site this spring.



New concepts are also popping up. Amazing Lash Studio, a fast-growing franchisor of eyelash extension studios, rang in 2015 with new regional developer partners that will open nearly 100 shops nationwide. The list goes on. Polaroid Fotobar, which lets shoppers actually do something with all their online photos, will open 10 stores this year.



I understand full well the impact online retail has had on the physical space — and most of it has been for the good. Stores are getting better, more engaging, more interactive and more interesting. The bottom line: There is still plenty of opportunity — and growth — in brick-and-mortar.



Marianne Wilson



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