NEW CONCEPTS
Taking the Plunge: More digital natives expanding in brick and mortar By Marianne Wilson Direct-to-consumer companies are increasingly opening brick-and-mortar storefronts — either on their own or in multi-brand spaces such as Neighborhood Goods and b8ta — to give shoppers a more hands-on, immersive and personal experience with the brand while also leveraging the potential for upsell and attracting new customers. Here’s a look at several e-tailers that are going offline. • Saatva: The fast-growing online mattress brand has opened its first physical location — with more to follow. Located on Manhattan’s Upper East Side of Manhattan, the 3,300-sq.-ft. Saatva flagship, billed as a “Viewing Room,” showcases the company’s full range of sleep products, including its five eco-friendly mattress types (in all 11 comfort levels), organic cotton sheets and pillows, and designer bed frames. The space has a relaxed, calming feel, enhanced by a a palette of Mediterranean hues. iPads and information stations are located throughout to allow guests to learn more about Saatva’s collection at their own pace. Associates, or “sleep guides,” are available to assist and answer questions. Founded in 2010, Saatva aims to offer luxury sleep products at affordable price points. The brand, which delivers and sets up products in the customer’s home, said it intends to roll out more stores in major design centers around the country.
• Taft: The men’s footwear brand recently touched down with its first-ever store, in Manhattan’s SoHo neighborhood. Founded in 2014, Taft has amassed a strong following among athletes, celebrities and other influencers. The company’s shoes are produced in Spain and Portugal with textiles ranging from suiting wool to woven upholstery fabric to Charles F. Stead leather. Prices run about $235 to $350. After bootstrapping $20 million in less than four years, the company took on funding for the first time in July 2018 from venture capital firms and fellow entrepreneurs — NBA stars Dwyane Wade and Andre Iguodala invested in the seed round. Fifth Wall Ventures, a venture capital firm focused on helping digitally native companies open physical stores, is also one of its backers. The SoHo store has a relaxed vibe, with a curated blend of vintage and new couches and armchairs to make customers feel as if they’re trying on shoes in a friend’s living room. The focal point of the space is an iconic shoe wall featuring 48 of Taft’s most popular styles. • Everlane: A socially minded clothing brand known for its “radical transparency” continues to expand its fledgling brick-andmortar footprint. Everlane will open a 2,300-sq.-ft. store in spring 2020, at Boston Seaport, the largest
Everlane
current development project in Boston. It’s one of a reported eight locations the retailer plans to open this year. Everlane was founded in 2011 as a directto-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. The company 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, the brand audits its factories above industry standard. Everlane opened its first store in 2017 and currently has two locations in New York City (downtown Manhattan and Brooklyn) and three in California (San Francisco, Palo Alto and Venice). With no signage or mannequins, Everlane stores have a sleek, uncluttered look that’s in sync with the brand’s minimalist aesthetic. The stores are focused, bringing the company’s transparent values to life through in-store education about its supply chain.
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Taft JANUARY/FEBRUARY 2020
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