STORE SPACES

Online apparel brand with big following to open flagship

BY By Marianne Wilson

A clothing brand know for its "radical transparency" is putting down roots in its hometown.

Everlane will open its first permanent brick-and-mortar location, in San Francisco. The opening date hasn't been announced yet, but the company has posted a variety of available jobs, including "flagship store leader," on its website. The storefront, on Valencia Street in the city's Mission District, is already identified with the brand's "100% Human" tagline.

The flagship will not be Everlane's first foray into physical retailing. The brand previously opened a series of pop-up shops in New York City. And last year it opened a showroom inside its headquarters showcasing (and selling) existing and new products. The showroom is designed in the same minimalistic style as the clothing on display.

Everlane was founded in 2010 as a direct-to-consumer brand selling modern basics for men and women, with a promise of “radical transparency.” On its site, the retailer discloses how much it costs to make each item, breaking it down by materials, labor, duties and transport. It also reveals its markup.

Everlane is also transparent about the factories where its products are manufactured, taking a hands-on-approach to ensure each factory’s integrity. As an added assurance, it also require stringent workplace compliancy paperwork. The brand's ethical stance and affordable but stylish offerings has won it a strong following among millennials.

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STORE SPACES

Women’s fitness concept closing up shop

BY By Marianne Wilson

Dick's Sporting Goods Inc. is shutting down its women's fashion/fitness store format.

Dick's is closing its two existing Chelsea Collective stores on August 6. Dick's launched the brand in 2015, but it never expanded it in any signficiant way.

"We opened Chelsea Collective stores as a lab to more thoroughly understand the women's specialty athletic business. As the leases at both locations are expiring soon, we have concluded the very successful experiment," stated Dick's, reported Marketwatch.

A message posted on Chelsea Collective's Facebook page stated: “Chelsea Collective is closing on August 6th. Thank you for being a loyal customer! Please visit our partner, Dick’s Sporting Goods, for your fitness and fashion needs."

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Off-price giant details new store concept

BY Marianne Wilson

The TJX Companies will debut a new, off-price home store concept in August.

HomeSense will open its initial U.S. location on August 17, in Framingham, Mass. Three additional stores are planned by the end of 2017, with locations in East Hanover, N.J., Ocean Township, N.J., and Westwood, Mass.

The HomeSense banner is not new for TJX, which operates stores under that name in Europe and Canada. However, the HomeSense U.S. concept will be different from those stores, with a greater depth of merchandise in certain categories.

HomeSense will offer a shopping experience that complements its sister chain, HomeGoods, TJX said, with expanded selections of large-scale furniture, lighting fixtures and art. It will also feature a “general store” department. HomeGoods, by comparision, skews more heavily to decor.

Also, unlike HomeGood’s no-frills approach to display and layout, HomeSense stores will put more of an emphasis on ambience and will showcase products in styled vignettes with an eye to inspriring shoppers.

Here are more details about Homesense:

*It will offer a broad assortment of furniture items, such as oversized upholstery, sectionals and sofas, futons and day beds, as well as leather furniture and expanded at-home workplace essentials, such as desks, and filing cabinets.

*Accent décor will be “conceptually displayed.” A variety of hanging chandeliers and brightly lit lamps, for example, will be displayed individually in dedicated cubbies so that shoppers can picture how the items would look in their own home. A chair gallery will feature everything from dining chairs to bar stools as well as pillows, poufs and ottomans of different sizes and shapes.

*Expansive displays of art will be mounted for gallery-style shopping. Free-standing fixtures and oversized easels will complement the in-store gallery wall and help customers visualize how the items could fit in their spaces.

*Entertaining options for holidays and other special occasions will be emphasized. This could include bar and game room furniture, such as card tables and pool tables, and an expanded selection of gifting items and wrapping essentials.

*The general store area will be dedicated to organization, cleaning and home improvement.

“Just as our customers enjoy shopping both TJ Maxx and Marshalls, we are confident that loyal customers and new shoppers alike will be excited about shopping both Homesense and HomeGoods,” said John Ricciuti, president of HomeGoods and Homesense in the U.S. “As the U.S. home market continues to grow, we are excited to bring consumers an expanded selection of quality merchandise at incredible prices, along with a new shopping experience in which they can discover and curate the home of their dreams.”

As of April 29, 2017, TJX operated over 3,800 stores including TJ Maxx, Marshalls, HomeGoods and Sierra Trading Post stores in the United States; Winners, HomeSense and Marshalls stores in Canada; TK Maxx and Homesense stores; and TK Maxx stores in Australia.

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