Interview: Macerich’s Chief Digital Officer On Creating Physical Retail For Digitally Native Brands
With retail design platform BrandBox, commercial real estate company Macerich has found a way to bring digitally native brands into its malls and shopping centers
Between 2016 and 2017, there was a 120% increase in number of physical stores opened by digitally native brands, and that number is expected to increase exponentially over the next five years. After working with brands like Warby Parker and Peloton, mall and shopping center owner Macerich recognized the real estate needs of these digitally native brands were different.
Enter BrandBox, a new solution that helps direct-to-consumer brands design, staff and open stores, with the added technological capabilities to manage sales and footfall data. This November, the first BrandBox location will debut at Tysons Corner Center in Virginia. It will include outposts from direct-to-consumer players in beauty and apparel, including NAADAM, Winky Lux, Interior Define, Nectar and UrbanStems.