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lounge space for chitchatting or sipping coffee or tea the rest of the week. Robinson says hosting events in the store adds a “social component” to the store that’s missing from online shopping and more traditional brick-and-mortar retailers. “There’s a very human and personal touch to what goes on here,” says Robinson. “We have a collected, curated group of products that is really wonderful and fun to look at, but each one of them has a story to tell. ... It’s just an object until it gets awoken by somebody.” For Robinson, that “somebody” could be a knowledgeable shop worker, an author who’s launching a new book, an artist displaying his artwork, or an instructorled workout to kick off your weekend. The important thing is all of these interactions bring the shopping experience to life for customers. Combine that with a
beautifully designed showroom, and you have a one-of-a-kind experience. “It’s a total immersion in arts, culture and fashion. It’s just a full experience,” says RON ROBINSON regular Cynthia Biret, fresh off a dance/fitness/cardio workout in the store Saturday morning. She first came to Robinson’s Santa Monica store about a year ago to attend a Pamela Anderson book signing and has been attending classes and shopping here. “It fosters a really nice sense of community,” adds Laura Winiko, who attends the weekly yoga workouts with her girlfriends and appreciates the prize giveaways at the end of each class. “I wish other stores would do it.” Robinson credits the experiential quality of his stores for the RON ROBINSON retail brand’s longevity and success, even when closures of Macy’s, Sears and JCPenney stores in Southern California
and across the country caused alarm in the retail industry and inspired panicky headlines declaring the death of retail. Earlier this year, a report by NPR’s “Marketplace” noted that the number of distressed U.S. retailers is the highest since the Great Recession. As of September, 19 U.S. retailers had filed for bankruptcy this year, according to CNBC — women’s apparel chain The Limited, footwear maker Aerosoles, Gymboree, Payless Shoesource and Toys R Us among them. The Atlantic has called it “the retail meltdown of 2017.” “It’s a very interesting moment in retail,” observes Robinson. “You read the papers, like I read the papers, and we open them up today and we see that a hundred of these stores are closing and a thousand of those stores are closing. I’m going to tell you that — because of the way we’ve approached our specialty business — our
RON ROBINSON buyer Karen Meena chats with shoppers. Ron Robinson’s enthusiasm is infectious. Festive lamps modeled on Jeff Koons’ famous balloon dog sculptures. The kids’ section is a stylish and whimsical place.
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Yoga classes happen most Saturdays on the outdoor patio.
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Pop culture cool guides the men’s apparel selection.
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Playful plastic gnomes show a little attitude.
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A porcelain bear is king of the retail forest.
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Fantastical creatures roam every corner of the store.
stores are doing better. … Our business is up, and it’s fabulous.” Robinson says he doesn’t really care how retailers in distress will turn the ship around, but he does offer insight into what those stores may lack or fail to offer their customers. “Here’s what’s missing in today’s shopping experience ... the experience part,” he says. “That word is critical to me. Because that’s what my customer wants. They want the product, but they want to feel like it was really a great experience. … It’s like leaving a restaurant a little bit hungry for the next time.” RON ROBINSON is open from 10 a.m. to 7 p.m. Mondays through Saturdays (except Thanksgiving) and from noon to 6 p.m. Sundays at 1327 Fifth St., Santa Monica. Visit ronrobinson.com to sign up for event notifications.
November 22, 2017 THE ARGONAUT PAGE 11