The three-floor Re:store allows Instagram-famous brands like Thinx and Boy Smells to try their hand at physical retail, all for a flat rate and commission

A few years ago, it seemed like the Retail Apocalypse would spell doom for brick-and-mortar. But now? It turns out that customers will still make the trip to stores—especially for brands that they know and love in spaces that capture their imagination. Today, many DTC brands are even venturing into their own takes on physical retail.

Re:store, a massive San Francisco storefront, is the latest testament to this shift in strategy. Across three floors, the space will play host to 70 online-first brands across apparel, beauty, home and wellness. There are well-known names like & Other Stories, Material Kitchen and Dirty Lemon, but also other brands that get a little less attention outside of social media: Lisa Says Gah, Happimess, Fedoma.

Re:store works by offering space in exchange for a flat monthly fee, plus 20% commission. The cost of entry gets members a dedicated space inside the modern department store, plus Instagram-friendly digs, a workspace for featured businesses and sales associates that can point customers right to their products. Each brand is vetted to appeal to a certain demographic of stylish, millennial shoppers who already do some discovery through social media.

The benefits go both ways: For DTC brands, this model offers them a way to activate in-person without paying outsize rents—especially in San Francisco. And for shoppers, they can stop in and pick up products that were previously only available online, increasing interaction and cutting down on wait time. Re:store plans to open additional locations in the near future.


Lead image: Anna Sullivan/Unsplash

A few years ago, it seemed like the Retail Apocalypse would spell doom for brick-and-mortar. But now? It turns out that customers will still make the trip to stores—especially for brands that they know and love in spaces that capture their imagination. Today, many DTC brands are even venturing into their own takes on physical retail.

Re:store, a massive San Francisco storefront, is the latest testament to this shift in strategy. Across three floors, the space will play host to 70 online-first brands across apparel, beauty, home and wellness. There are well-known names like & Other Stories, Material Kitchen and Dirty Lemon, but also other brands that get a little less attention outside of social media: Lisa Says Gah, Happimess, Fedoma.