Everlane Expands Its Brick-And-Mortar Presence With Curated Brooklyn Shop
With a store in the trendy neighborhood of Williamsburg, the digital native is investing in its physical footprint and betting big on in-store shoppers
Everlane built its reputation as an online-only brand, dropping costs and promoting transparency by cutting out the traditional store model. But like many other DTC brands have already found, brick-and-mortar presents a huge opportunity for the brands that do the in-store experience right. Now, Everlane's fourth and largest store, which opened last week, is the latest testament to DTC's expansion into physical retail.
Although the brand already operates an outpost in Manhattan, the decision to expand into Brooklyn was a choice one. Its clothes match up perfectly with Williamsburg, the trendy neighborhood that's experiencing a boom in big-name retail. The two-story storefront is airy and easily shoppable, designed to make customers feel comfortable staying a while.