Newsletter #36 - 3 successful examples of brands launching in retail to inspire you

Hello !

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This week, I read that 71% of consumers still prefer to shop in-store rather than online.

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Contrary to popular belief, the retail era is far from over, and despite the economic context, many brands continue to open physical stores.

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In this edition, I share my three favourite recent brand switches to retail and the lessons I've learned to help you choose the best sales outlets 🛒

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1️. Typology’s Corner at Printemps Haussmann

The French cosmetics brand, established in 2019, has just launched its first permanent physical sales space in the iconic Parisian department store.

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With retail sidelined during the COVID era, their flagship products were sold exclusively online until November 2023!

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After a three-day retail crash test with the "La Serre Typology" pop-up in Paris, Typology decided to invest in Printemps with a space reflecting its responsible, no-frills values.

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Designed in collaboration with the Norwegian agency Snøhetta (also behind the amazing Beijing's city library), the 33m² corner is made of aluminium to echo the brand's packaging, and their pop-up uses seaweed-based materials.

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This step marks a significant moment in the brand's history, as explained by founder Ning Li (also co-founder of Myfab.com and Made.com):

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It just felt like the right call, per our first principle of brand building (we will execute a project only if it makes our brand more desirable).

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‍<sup>✅ The 5-steps checklist before launching in retail

☑️ Ensure your product is a good market fit

☑️ Entering retail can be financially draining; display financial stability with positive cash flow and minimal debt.

☑️ Control your Customer Acquisition Costs (CAC) and avoid being driven solely by marketing.

☑️ Ensure your logistics can keep up

☑️ Market validation: Opening pop-up stores can help test the market before a broader expansion - Adopted by Typology whose pop-up slots were sold out in hours!</sup>

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2️. Jacquemus Opens New Restaurant-Boutique in Saint Tropez

The fashion designer recently announced on Instagram his return to gastronomy with the upcoming opening of "A beach... a restaurant and a shop..." in Saint Tropez.

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Not a surprising move from the designer known for his unique approach of brand experience, having previously launched two pop-up restaurants in 2019, Citron and Oursin 🍋

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A growing trend among brands, similar to Ralph Lauren's Ralphs Coffee or Louis Vuitton's Parisian café.

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For a more affordable inspiration, consider the Swedish children's food brand Muru Baby, and its first gourmet restaurant... for babies 👶🏻

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Starting from the observation that 95% of parents wouldn't eat what they serve to their children, the brand came up with the idea of offering a gourmet menu made from their products, cooked by a Michelin-starred chef ⭐️

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3️. Balzac Paris' Ever More Responsible Adresse

Not exactly recent, but...

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Driven by the desire to offer sustainable and desirable fashion, Balzac Paris has strengthened its retail presence by opening its first own-brand store, 'The Adresse.'

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After starting with pop-ups and corners in department stores (the famous market validation stage 😉), the brand opened its first venue in September 2022 that truly reflects its universe and "Always More Responsible" commitments:

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• The leopard print, a key pattern of their collection, features throughout.
• A second-hand space, Le Kioske, where customers can drop off items they no longer wear before they go online.
• A repair service similar to the recently inaugurated Veja General Store in Paris.
• Locally sourced raw materials like wood and ceramic.
• Regular events, like their recent 'Second Life' partnership with the children's clothing brand By Bambou.

Since then, the brand has not hidden its desire to expand, and it even opened a new store in Lille last week!

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Thank you for reading this far, I hope these successful brand implementations inspire you for a (future) retail expansion project 🙌

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As always, if other formats have recently caught your eye, feel free to let me know!

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See you soon,

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Julie

E-commerce Expert @ Bigblue