Direct-to-consumer brands opening brick-and-mortar stores are thriving in the retail wasteland. Glossier, Casper, and Allbirds share more than a sans serif font—they’ve all expanded to successful stores because the idea that the internet is a space for “no-boundaries retail” is outdated. These previously internet-only brands are opening stores and popups to grow at a slow but steady pace, using their wealth of customer data to set up in locations where “their brand already has a following,” and to stock with inventory popular in the region. (Glossy)
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