SANTA MONICA, Calif.,
Nov. 16, 2018 /PRNewswire/
-- Macerich (NYSE:MAC), one of the nation's leading owners,
operators, and developers of major retail properties in top
markets, today announces BrandBox, a new turnkey approach for
high-growth digitally native brands to open and operate stores, and
scale physical retail as a complement to ecommerce.
With a complete package of flexible real estate and services
including design, retail analytics, technology and marketing,
brands can be up and running in front of hundreds of thousands of
shoppers in a matter of weeks. Unlike a pop-up or department store
format, BrandBox members configure a fully functioning retail store
that is unique to their brand's aesthetic and ethos.
The first BrandBox location will open this weekend at Tysons
Corner Center in Tysons, VA, with Winky
Lux, Naadam, Interior Define, Nectar Sleep, DKNY, and
UrbanStems. Additional locations are expected to open in 2019 at
select Macerich properties.
"Our extensive research and direct experience with top digitally
native brands has helped us to understand how essential offline
retail is to their future growth and success," said Kevin McKenzie, EVP and Chief Digital Officer,
Macerich. "With BrandBox, we're excited to formalize our commitment
to these smart up-and-coming brands, and be a true partner, every
step of the way, as they expand their footprint beyond the digital
world."
Macerich recognized that digitally native brands are a key part
of the future retail landscape, and require a more flexible
approach to traditional real estate. To develop the BrandBox
features and operationalize physical retail, Macerich leveraged
over 50 years of retail experience and strong relationships with
thousands of national, international, micro-local, and
digital-first retailers such as Warby
Parker, Peloton and UNTUCKit. It's not just about offline;
with a focus on data and analytics, BrandBox members will be able
to track the positive impact physical stores have on their
ecommerce growth.
"While Naadam lived exclusively online for our first few years,
we have seen firsthand the importance of physical retail with the
opening of two stores this year," said Matt
Scanlan, CEO and Co-Founder of Naadam. "Opening and
operating stores in multiple cities is challenging, particularly
for young brands. Partnering with BrandBox to enter the DC market
has really streamlined the laborious process of creating a
storefront that truly encapsulates our brand ethos."
Behind the BrandBox Storefront
More than a storefront of cool new brands, BrandBox is a package
of flexible real estate plus all of the services needed to set
emerging brands up for success with physical retail.
- Flexible space and lease terms: A BrandBox store ranges
from 500 to 2,500 square feet and leases run six to 12 months.
Spaces have modular walls and tracking systems to be easily
re-oriented for a new store configuration, and lighting and
fixtures are easily swapped out.
- All the services needed to open: BrandBox offers
high-touch support on design and buildout, staffing, and technology
through partnerships with industry leaders including Bobby Redd, FITCH, Vitra, RetailNext and
Boomtown. Each store comes prefabricated with plug-and-play
technology and utility including WiFi, retail analytics (pre-wired
to support all major POS systems), security tags and cameras,
storage for inventory, and a breakroom.
- Store designs tailored to each brand: BrandBox works
closely with each brand and design partners to help brands quickly
and cost-effectively navigate the design process. The result is a
storefront where consumers can experience a retail environment that
mirrors a brand's ethos.
- Social and experiential marketing: BrandBox is a
three-pronged approach to retail, with a storefront, social
marketing, and experiential programming to drive foot traffic and
additional brand awareness both offline and online. We've partnered
with best-in-class agencies to see creative visions to life for
each group of brands at BrandBox.
- Offline analytics comparable to online: Brands have
access to a proprietary retail analytics dashboard to measure
in-store sales and customer engagement as they would in the digital
world by analyzing data including anonymized foot traffic,
conversion, customer flows, and sales. They can measure a lift in
local ecommerce traffic resulting from opening a store with
BrandBox.
- Physical retail education: As part of the commitment to
be a resource for brands navigating the shift to offline retail,
BrandBox offers extensive educational content on BrandBox.com.
Meet the brands at Tysons Corner Center
- Winky Lux – Winky Lux is a cosmetics brand that is veering
away from the traditional supply chain to offer fashion-driven and
beauty obsessed millennials a luxury makeup experience with
sustainable, non-toxic ingredients and affordable prices.
- Naadam – Naadam is a luxury ready-to-wear brand that
specializes in rare cashmere that is sourced responsibly and
sustainably from nomadic Mongolian herders and delivered to
customers at unexpected prices.
- Interior Define – Interior Define is reconceptualizing the
furniture shopping experience. The home furnishing company's
made-to-order production and digital-first approach allows
consumers to design high-quality, custom pieces at competitive
prices.
- Nectar Sleep – Nectar Sleep is a new online retailer providing
the most comfortable memory foam mattress on the market and at the
price of your dreams.
- DKNY – DKNY is a New
York-based fashion house specializing in fashion goods for
men and women, founded in 1989 by Donna Karan.
- UrbanStems – UrbanStems is a DC-based online flower delivery
company that creates a one-of-a-kind gifting experience
nationwide.
BrandBox is also a platform for heritage brands to test a new
market or concept within the Macerich portfolio, which is why DKNY
has joined the first "class" of brands at Tysons. The footprint of
the initial BrandBox location at Tysons Corner Center will double
by summer 2019.
About BrandBox
BrandBox is a new turnkey approach for
high-growth digitally native brands to open and operate stores, and
scale physical retail as a complement to ecommerce. Complete with
flexible real estate, short-term leases, and services for design,
staffing, technology and utility, brands can open their first
inline retail store in a matter of weeks. BrandBox goes beyond the
retail environment with experiential programming, social marketing
and more to engage their customer base, drive foot-traffic and
ultimately drive sales. For more information visit
https://brandbox.com.
About Macerich
Macerich, an S&P 500 company, is a
fully integrated self-managed and self-administered real estate
investment trust, which focuses on the acquisition, leasing,
management, development and redevelopment of regional malls
throughout the United States.
Macerich currently owns 52 million square feet of real estate
consisting primarily of interests in 48 regional shopping centers.
Macerich specializes in successful retail properties in many of the
country's most attractive, densely populated markets with
significant presence in the Pacific
Rim, Arizona, Chicago and the Metro New York to Washington, DC corridor.
A recognized leader in sustainability, Macerich has earned
Nareit's prestigious "Leader in the Light" award every year from
2014-2017. For the third straight year in 2017 Macerich achieved
the #1 GRESB ranking in the North American Retail Sector, among
many other environmental accomplishments. Additional information
about Macerich can be obtained from the Company's website at
www.macerich.com.
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SOURCE Macerich Company