Online-born brands, or so-called direct-to-consumer (DTC) labels, are proving there’s not only healthy demand for physical retail but also a new viable template to go about it
Share to twitterLuxury cashmere brand Naadam has handed in its retail operations to startup Leap platform and eyesThe news of record store closings from traditional retailers in 2019 may have given the impression that things are bleak for brick-and-mortar retail. But online-born brands, or s0-called direct-to-consumer labels, are proving there’s not only healthy demand for physical retail but also a viable new template to go about it.
That means brands can have their individual stores up and running in under 90 days, less than half what it traditionally takes, Amish Tolia, cofounder and co-CEO of Leap, told me on a tour of the stores. He added that those stores turn profitable 90 days after they open. “Doing retail well isn’t in our existing skillset,” Scanlan said in an interview, adding that the company had overspent on capital spending. “We did it ourselves two or three months, and we were like, ‘We need help.’ It’s definitely a science to understand fixtures and store flow. Finding really good retail staff is hard. The actual operation of running retail is different from the brand side of it. The attention to detail is critical.
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