RL BIG PICTURE TAKEAWAYS:
- DTC brands moving into physical retail still must provide an omnichannel shopping experience to meet consumers however they want to shop.
- Physical stores bolster retail categories where consumers prefer to try-on merchandise prior to purchase.
With the experience of operating a pop-up location prior to the COVID-19 pandemic, women’s lingerie retailer ThirdLove opened 10 stores in 2022. The push to open stores came from the retailer’s not-so-surprising research results that found consumers like to have an in-store try-on experience before purchasing a bra. Retail Leader tapped ThirdLove’s Veronique Powell, vice president of strategy and operations, to chat about how the brand already has seen a return on its investment in physical stores and also how they’re expanding with acquisitions.
Retail Leader (RL): How does ThirdLove view the role of the physical store? Why is now a good time for your brand to roll out more brick-and-mortar locations?