Aiming to strengthen its DTC online sales while maintaining wholesale partnerships, the beauty brand will debut a popup in uptown Manhattan that offers exclusive products and customization

Cosmetics and skincare brand Inspired by travel and utility Wander Beauty is debuting its first physical location in the form of a popup shop. Bolstering its partnerships with retailers Sephora and Nordstrom as well as subscription service Birchbox, the brand will be setting up temporary shop on New York’s Upper East Side this April 26.

For Wander, this popup won’t function as an entry point into permanent physical retail, but rather as an effort to create deeper community connections to drive business to its DTC ecommerce platform. Throughout the popup's duration, Wander will collect customer data, phone numbers for giveaways and exclusive product opportunities.

 

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Finally, the ephemeral store will also offer shoppers the chance to buy and customize products that will not be available until next year. Wander, like many brands in the beauty and personal care space, is aiming to implement a hybrid strategy to build its business, aligning with wholesalers as well as maintaining its direct channel.

Wander Beauty


Lead image: Wander Beauty via Facebook

Cosmetics and skincare brand Inspired by travel and utility Wander Beauty is debuting its first physical location in the form of a popup shop. Bolstering its partnerships with retailers Sephora and Nordstrom as well as subscription service Birchbox, the brand will be setting up temporary shop on New York’s Upper East Side this April 26.

For Wander, this popup won’t function as an entry point into permanent physical retail, but rather as an effort to create deeper community connections to drive business to its DTC ecommerce platform. Throughout the popup's duration, Wander will collect customer data, phone numbers for giveaways and exclusive product opportunities.