Why digitally native brands are taking a fresh approach to brick-and-mortar

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Warby Parker opened its 78th store last week — with a pre-IPO valuation in the billions and plans to have 100 retail locations by the end of 2018, the eyewear brand has helped change the retail narrative that thinking online-first is the only way to succeed in the age of Amazon.

Dozens of similar brands have followed this online-to-offline trajectory, continuing to invest heavily in physical retail — rather than open one or two locations, many are expanding their footprint across numerous U.S. cities. It’s a sharp contrast to the experience of legacy retailers, many of which are faced with store closures and declining revenue.

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