Menswear brand Mack Weldon launches an interactive brick-and-mortar outpost as its first venture into physical retail, complete with gaming competitions and discovery-led education

While having a strong online presence traditionally came after establishing brick-and-mortar retail, for many of today's DTC startups, the order is reversed. Men's apparel retailer Mack Weldon is taking the latter approach after a few successful years online only, opening its first brick-and-mortar store in New York City's Hudson Yards.

Created with firm Frederick Tang Architecture, the 850 square-foot store features the brand's most popular merchandise, including underwear, socks, t-shirts, sweats and polo shirts. The store also serves as a place for interested customers to learn about the fabrics, designs and loyalty program. There are even two custom-built game cabinets in the store that will be the feature of monthly contests for free merchandise.

Brian Berger, founder and CEO of Mack Weldon, says in a statement that the move to a physical store is an important strategic move: “This aligns perfectly with our brand’s mission to create a more convenient customer experience, and is a unique opportunity to activate Mack Weldon in the physical world while we test and learn for future investment.”

Mack Weldon

While having a strong online presence traditionally came after establishing brick-and-mortar retail, for many of today's DTC startups, the order is reversed. Men's apparel retailer Mack Weldon is taking the latter approach after a few successful years online only, opening its first brick-and-mortar store in New York City's Hudson Yards.

Created with firm Frederick Tang Architecture, the 850 square-foot store features the brand's most popular merchandise, including underwear, socks, t-shirts, sweats and polo shirts. The store also serves as a place for interested customers to learn about the fabrics, designs and loyalty program. There are even two custom-built game cabinets in the store that will be the feature of monthly contests for free merchandise.