Trading on the power of consumer communities, several US brands have opened NY flagships with a distinctly group focused mentality.
Anchored in events – as either a host or facilitation point – the new stores are grounded in commerce based on connections.
Outdoor Voices’ Activity Concierge
Female activewear brand Outdoor Voices has launched its inaugural flagship in SoHo with a ‘Doing Things’ initiative, organising out of store athletic events in collaboration with external businesses. Customers receive discounted rates on activities including yoga classes, while the store becomes a meeting spot for local events like neighbourhood jogging and dog walks.
Apolis’s Skills & Hangout Space
Menswear brand Apolis’s first Manhattan store is called The Community Centre. Also serving as a hangout space, it hosts skills based events including coffee making and writing workshops, as well as talks from creative professionals in the public eye, such as US contemporary artist Tom Sachs.
Timbuk2’s BikeSharing Scheme
Bag brand Timbuk2’s SoHo store focuses on cyclists (the company’s core demographic) and revisits its innovative bike share programme. The free scheme invites customers to explore the neighbourhood on bikes rented directly from the store. Additionally, the brand offers a bag donation service – customers who donate their old ones for recycling receive a discount on all merchandise.