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DESIGN/CONSTRUCTION

Good Housekeeping setting up shop at Mall of America—and on Amazon

BY Marianne Wilson

Good Housekeeping magazine is putting its hat in the retail arena, online and off.

The 133-year-old women’s lifestyle magazine will open its first-ever store, a pop-up dubbed GH Lab, at Mall of America. Every product in the store has been tested in the GH Institute’s famed labs by top scientists, chemists, engineers and tech experts.

In addition to the pop-up, Good Housekeeping has launched an online boutique on Amazon, where consumers can also purchase GH-tested products. Following the pop-up, new GH tested products will also be added monthly to the online store.

The GH Lab pop-up at Mall of America will be open from Oct. 3 through Dec. 30. It will feature than 40 curated products across wellness, beauty, lifestyle, smart home, kitchen, toys and more, with new products introduced throughout the run.

The 2,800-sq.-ft. temporary store has a home-like design with different “rooms” that let shoppers to visualize the products within their own homes. Shoppers can interact with the smart home tech live, try out kitchen appliances, see new releases from favorite brands, play with the hottest toys and games and sample the best of beauty.

“Each day, our expert scientists test hundreds of products to ensure they perform as promised and the GH Lab helps take the guesswork out of shopping,” said Jane Francisco, editor-in-chief of Good Housekeeping. “Everything in the store has been carefully curated and vetted by GH experts — so shoppers will not only be excited by the fabulous finds but leave with confidence in their purchases.”

Unlike other retail locations that feature multiple options within a product category, the GH Lab will offer only one item that was tested and recommended by the GH Institute. Some of the featured brands include Dyson, Eucerin, Garnier, Instant Pot, iRobot, Joy Mangano, Microsoft, Nespresso, Olay, Ring, Samsung, Spin Master Toys, thinkbaby and Wine Away.

Customers at the GH Lab store can make cashless transactions via Amazon’s SmileCode technology. Purchases will be delivered straight to shoppers’ homes.

“The key to success for Mall of America is constantly innovating and testing new ideas that elevate the retail and entertainment experience,” says Jill Renslow, senior VP of business development and marketing, Mall of America. “The GH Lab is a one-of-a-kind concept that redefines shopping for our guests and creates an exciting and seamless consumer journey. It has been an incredible opportunity teaming up with Good Housekeeping and Amazon to showcase a unique intersection of online and brick-and-mortar shopping.”

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