Mall operator Westfield introduces Verishop's online stores to U.S. shopping centers
In a groundbreaking move, mall operator Unibail-Rodamco-Westfield and e-commerce platform Verishop have joined forces to bring digital brands incubated by Verishop to physical spaces. This partnership will result in 14 pop-up or full-store concepts at leading U.S. Westfield shopping centers.
The initiative, dubbed "In Real Life," is a collaboration between Westfield and retail pop-up architecture company The Lionesque Group. Simon's Water Tower Place in Chicago is the first to join the endeavour, with more Westfield malls expected to follow suit in the coming months.
Imran Khan, Verishop co-founder and CEO, expressed that this partnership provides another way to offer a discovery experience for customers. Verishop curates items from over 350 global brands, including digital natives, and also incubates new brands. Old-school players like Levi's, Vince, Perricone, and Free People are also part of Verishop's stable of brands.
The partnership marks an effort by pure-play e-retailers to recognise the importance of brick-and-mortar spaces for their businesses. Liu's apparel line Billie the Label will also join the effort in the first eight Westfield locations. Skincare brand Ghost Democracy, developed by L'Oreal veteran Rex Chou, and luxury leisurewear brand LETT, created by Reformation veteran Justine Liu, will be found in these initial locations.
The first Ghost Democracy Westfield pop-up opened in October in Los Angeles and served as a pilot for the others. Shops have opened in time for holiday shopping and "will continue their phased roll-out in 2020."
Westfield joins other mall developers in partnering with digital native brands to fill space and attract traffic. Simon's Roosevelt Field is another example, as is GGP's Water Tower Place in Chicago. This partnership suggests a shift in strategy for both e-commerce and brick-and-mortar retail, as they seek to complement each other in a changing retail landscape.
Legacy retailers have largely realised the importance of e-commerce for their sales and marketing. Simon has also launched its own online discount shopping effort in a joint venture with the parent of Rue La La and Gilt. Verishop, which launched in June, offers a multi-category marketplace with free one-day shipping, free returns, 24/7 customer care, and the option to pay over time.
This unique partnership between Unibail-Rodamco-Westfield and Verishop is set to redefine the retail landscape, offering customers a seamless shopping experience that bridges the gap between digital and physical retail.
