STORE SPACES

Fast-growing Mack Weldon tries on brick-and-mortar

BY Marianne Wilson

A fast-growing digitally native brand menswear brand has entered physical retail.

Mack Weldon has opened its first physical store, at The Shops at Hudson Yards, the new 18-million-sq.-ft. real estate development on Manhattan’s West Side. It’s a big change for the brand, which has grown its business primarily through its website and a handful of partnerships with such retailers as J. Crew, Todd Snyder, and Nordstrom. The Hudson Yards location will serve as an important testing ground for similar kinds of retail execution in key customer markets, the company said.

Designed in collaboration with Fred Tang & Associates, the 850-sq.-ft. Mack Weldon store features the brand’s full assortment of product, including its signature line of underwear, socks, t-shirts, sweats and polo shirts along with swim, activewear, and accessories. Customers can learn about the company’s innovative fabrics, loyalty program, and try-on guarantee on tablets that are available in the space.

The shop is anchored by a custom wood and resin cast centerpiece (designed by New York artist Taylor Allen and co-produced by Square Design and Fred Tang & Associates) that is a take on the toy model kits from pre-digital childhood. Merchandise is displayed by category in oak bays. A grab-and-go pegboard display featuring socks and underwear is located near the stone cash-wrap.

Two custom arcade game cabinets, featuring Mack Weldon’s twist on a classic, provide an experiential element. Shoppers will be able to compete in monthly contests to win Mack Weldon product.

“In many ways, Hudson Yards is the ideal location for our first store,” said Brian Berger, founder and CEO of Mack Weldon. “Not only do we get to be part of the most exciting development project in recent history, thousands of our current and potential customers will be passing through Hudson Yards daily. This aligns perfectly with our brand’s mission to create a more convenient customer experience, and is a unique opportunity to activate Mack Weldon in the physical world while we test and learn for future investment.”

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