Designing and owning the entire in-store experience enables us to express our brands’ equity in the most meaningful ways, establishing a stronger and more direct connection with consumers. As we explore opportunities to open freestanding stores, we consider both the character of the region and the personality of the brand.
For example, part of Aveda’s expansion in Japan was through innovative microstores, which are approximately 425 square feet. The microstores allowed Aveda to select prestigious, high-traffic locations where space was constrained.
While more than 30 Bobbi Brown stores maintain a consistent design theme, each one is subtly tailored to the local market. In the United Arab Emirates, Bobbi Brown store windows are customized with sentiments such as “Bobbi Loves Dubai,” while a store in Russia features a fireplace to warm consumers.
M·A·C’s first-ever youth concept store in Orlando, Florida, became one of the brand’s top five brick-and-mortar stores globally. It features a product play table and a youthful design.