With the growing influence of online retail; expanding through offline retail seems to be a tough call. However, if we look at industry data online sales still constitutes only 11.9% of the global retail market. Remaining 82.5% of sales are still happening via offline channel. And, we are not the only one who can see this trend, there are many brands (also the unique concepts) who have made a shift from online to offline in order to churn growth. Let’s shed light upon those brands..
When the brand was started its CEO Michael Preysman has gone on record stating that he would rather shut down the company than introduce brick-and-mortar stores. Fast forward a number of years and the brand has taken the leap to physical. The unique aspect of Everlane’s store is the fact that it designed its own POS system that connects a visitor’s online profile with their in-store shopping.
Founded by Nitin Passi, Missguided is a UK-based multi-channel retailer selling clothes aimed at 16-35 year old women. Though the company was started in 2009, but it moves to brick and mortar retail with a Selfridges concession.
The brand had already garnered a huge fan following online. The offline foray was an initiative to create further engagement with its existing customer base. Missguided stores are enabled with digital screens and seasonal installations offerings Instagram opportunity to its patrons.
The brand’s USP lies in its conscious designs. The brand is known for sustainable and season less fashion lines. To further ease the customers the brand opted to go offline from its sole online presence. However, the offline stores of the brand can be visited by appointment only. With the offline foray the brand wish to focus on personalization aspect.
Glossier was started as a beauty blog which later transformed into immensely popular online brand. Glossier is a prime example of an online retailer doing well going offline primarily to drive engagement, it invites customers to its stores to engage with the brand on every level, from testing the products IRL to making it as ready for the ‘gram as possible.
Casper has shaken up the mattress market. If there’s anything mattress-retailer Casper has done, it’s shown us that, no matter how big they might be and how much we might want to jump on them, mattresses can be bought successfully online. It was last year only when company had announced the plans to launch 15 new pop-up showrooms across London, Los Angeles, and New York.
Madison Reed is a hair color company which offer its products based on on questionnaires and algorithms, the business model of the brand is well suited to the online environment. However, the company is pushing for omni channel expansion with recent $25m worth of funding. The company is pushing its omnichannel presence to offline with the introduction of Colour Bars, wherein customers can receive colour services and consultations with professional colourists.
MATCHESFASHION.COM is the modern luxury shopping destination targeted to global fashion customer. The brand expanded from online to offline with the opening of its London Townhouse retail concept. While traffic and sales are driven by the brand’s multiple online touchpoints, the townhouse becomes a new touchpoint brimming with installations, talks, dinners and, of course, products.
San Francisco-based Allbirds is a startup aimed at designing environmentally friendly footwear. Allbirds first shoe was the Wool Runner, which is made from New Zealand superfine merino wool. The company claims to keep the brand as eco-friendly as possible and is a certified B Corporation. In March 2018, the company started offering their footwear with eucalyptus tree fiber.
The company was started as the online retailer and after establishing a successful online selling space for shoes, Allbirds decided to go offline. As part of that decision you’re promised some sort of real interaction with a human being and, if you’re feeling brave enough, can play hamster with the shoes on the brand’s human-size running wheel.
This menswear brand was primarily launched in the online space in 2007, the brand has just made its offline foray via launching Guideshops. With this offline foray the brand is delivering unique experience to its patrons by offering one-on-one experiences wherein customers are guided through the fitting and buying process before items are shipped directly to their door steps.
10- Man Repeller
Started by American author, blogger, and humor writer Leandra Medine who is an expert in utilising online channels to share content. Last year, however, she decided to translate that social vision to a physical pop-up. Set in New York City’s Canal Street Market, the space went beyond just selling Man Repeller products to be a place that invited visitors to ‘come and use our wifi, charge your phone, or just sit and hang out and read books’ in a library curated by Housing Works.