Digital-first retailers in NYC are increasingly experimenting with brick-and-mortar, testing changing consumer dynamics and giving shoppers a physical way to engage with their brand

In its 2019 New York Retail Innovation Guide, PSFK explores how New York is at the forefront of many of the key trends driving a physical retail renaissance today, thanks in part to a steady stream of tourists—and its hard-to-impress residents. One notable uptick in physical retail experiences can be found, perhaps ironically, within digital-first brands.

After building a customer base online, many online-only retailers are moving to open IRL showrooms in New York that serve as the physical embodiment of their brand ethos and a real-life gathering space for their community of brand fans, offering shoppers a seamless, consistent brand experience no matter the channel. As detailed in the Guide, here’s how four leading digital-first brands have navigated brick-and-mortar retail to create stronger connections with their existing customers—and find new audiences:

Lively Experience Store
The digital-first lingerie startup made the leap to permanent brick-and-mortar with its Lively Experience Store. In addition to selling the brand’s full range of of women’s intimate apparel items, all priced under $65, the location offers the chance to book a one-on-one styling appointment, providing shoppers with expert advice in finding the proper fit. The store features a space for events and is designed to encourage social media shares, displaying merchandise artfully among palm fronds and swing chairs.

Allbirds
The flagship store of direct-to-consumer organic shoe retailer Allbirds is divided into themed sections across its minimalist space. Each theme represents a material used to make Allbirds shoes, including wool or sugarcane.

Amazon 4-Star
Amazon’s store brings to life all the benefits of ecommerce retailing into a brick-and-mortar location that only stocks items that have been rated 4 stars or higher, are top sellers, or are new and trending online.

The Arrivals Pop-Up (Through Feb. 28, 2019)
Direct-to-consumer fashion label The Arrivals is hosting a popup shop highlighting the intersection of high-tech design, functionality and innovation in partnership with Dyson Supersonic. The futuristic space offers customers an opportunity to experience and embrace the elements: The installation includes a wind tunnel-meets-bounce house simulation where visitors feel lighter than air while simultaneously feeling the power of 30 high-powered Dyson Supersonic hair dryers propelling 13 liters of air every second.

Direct-To-Mortar is just one of the ways in which retailers are staying on the cutting edge of New York’s retail scene. For more trends, download PSFK’s 2019 New York Retail Innovation Guide.

In its 2019 New York Retail Innovation Guide, PSFK explores how New York is at the forefront of many of the key trends driving a physical retail renaissance today, thanks in part to a steady stream of tourists—and its hard-to-impress residents. One notable uptick in physical retail experiences can be found, perhaps ironically, within digital-first brands.

After building a customer base online, many online-only retailers are moving to open IRL showrooms in New York that serve as the physical embodiment of their brand ethos and a real-life gathering space for their community of brand fans, offering shoppers a seamless, consistent brand experience no matter the channel. As detailed in the Guide, here’s how four leading digital-first brands have navigated brick-and-mortar retail to create stronger connections with their existing customers—and find new audiences: