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Web brand showcase to debut at Roosevelt Field

Showrooming, once considered the bane of physical retail, is now being embraced as a party to its salvation.

Next month, Long Island’s fabled Roosevelt Field mall will open a new section populated by — until now — Internet-only brands demonstrating their wares. Called The Edit@Roosevelt Field, the space will provide clicks-to-bricks pioneers with modular fixturing systems, digital media walls, and even staff, if needed.

Owner Simon Properties says such a turnkey solution is what pure-play e-coms have been waiting for. The first brands to take the company up on the proposition include Raden Smart Luggage, Skinnydip London, menswear provider Vitaly, and Rhone, an athletic apparel e-tailer.

"Raden strongly believes in the power of the mall. There is a lot of foot traffic in malls with different customers to reach,” said Raden CEO Josh Udashkin. “We are a brand that wants to reach new customers where they are already predisposed to shopping.”

Simon partnered with Appear Here, a company that’s furthered the e-com pop-up concept globally, to hook brands up with showcase spaces ranging in size from 20 sq. ft. to 200 sq. ft. Also part of the project is AllWork, a tech platform that allows digital brands to remotely manage retail associates and sales strategies.

"This concept is a design-centric, experience driven, and completely transitional place to discover new product and technology in a brick-and-mortar space,” said Zachary Beloff, national director of business development for Simon.

Simon did not disclose how large a space it was devoting to The Edit.

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