REAL ESTATE

Indochino is ready to play ball—in the Big Apple

BY Marianne Wilson

Made-to-measure men’s clothing retailer Indochino is increasing its presence in New York in more ways than one.

The company will open its third location in Manhattan in late spring, a 1,700-sq.-ft. space on Madison Avenue. A digitally-native brand, Indochino opened its first permanent retail space in fall 2015 and has since expanded to 22 locations. It was recently honored with Chain Store Age’s 2018 Breakout Retailers Award.

“We are proud that we’ve secured a prime corner on 51st and Madison as our third Manhattan location, and the crown jewel of our virtual inventory, appointment based retail network,” said Indochino CEO Drew Green. “New York is the epicenter of the international business community and opening a Flagship on Madison Avenue marks a long term investment in our largest market. We fully expect Indochino to make up 15% of all sales in 2018.”

In addition, Indochino announced it is entering into a multi-year sponsorship as the “Official Made to Measure Suit” of the New York Yankees. The retailer’s branding will appear in Yankee Stadium signage and there will be a series of prominent activations in the stadium and in Indochino’s retail locations as well as via Yankees digital and social channels.

There will also be exclusive fittings for premium season ticket holders, a Yankees themed in-store event and a “Measuring Moments” social media campaign. Yankees shortstop Didi Gregorius will be featured in the promotions.

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The art of luring shoppers with candy

BY Al Urbanski

Art installations and candy crafters like Sugarfina are becoming common attractions at malls looking for new ways to draw traffic. Why not put the two together?

That’s exactly what Macerich’s Santa Monica Place is doing for the next four months with Candytopia, a two-level, 16,000-sq.-ft. installation of both original art pieces and copies of the likes of Warhol and Rodin — all made of candy.

Despite the fact that tickets for Candytopia are $30 apiece for adults, Macerich reports that the exhibit is drawing thousands of visitors a week to the popular Southern California mall. What’s more, art (and candy) lovers are lining up early for the show and sticking around afterward to shop and dine.

“Candytopia is a smart concept blending art and retail into a truly original experience that is driving great traffic at Santa Monica Place,” said Macerich chairman and CEO Art Coppola.

Candytopia was the brainchild of “celebrity candy stylist” Jackie Sorkin, who partnered with retail veteran John Goodman and designer Zac Hertog to put on the exhibition, which undoubtedly would have won the praise of Andy Warhol. The Pop artist was known to occasionally follow a candy-only diet.

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California fashion brand tries on hospitality via Airbnb

BY CSA Staff

Marine Layer is taking its merchandise and store aesthetic to a new brand extension: hospitality.

The California-based brand, best known for its soft T-shirts and laid-back vibe, has opened Airbnb apartments above several of its stores, reported Racked.com, with the newest set to open next week, above its new store in New Orleans. The company is currently eyeing locations in Washington, D.C., with New York and Austin on deck, the report said.

Marine Layer’s Airbnbs share the same retro aesthetic as its clothes and stores, according to Racked.com, and feature old-school board games, walls filled with travel Polaroids, novelty wallpaper and vintage furniture.

“We’re in an age where the traditional rules of retail and apparel don’t apply anymore, and so brands have to think about new and different ways to connect with their customer,” company founder Michael Natenshon told Racked.com. “Ultimately, we want customers to come into stores to buy clothes, but this is also an opportunity for people to engage with Marine Layer beyond the stores. It’s a next-step evolution.”

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