As part of a new residential and commercial development project in the US, a shopping centre will have an entire floor dedicated to online-only retailers and cross-channel shopping experiences.
Hudson Yards, a new “mini city” in New York is getting a shopping and dining precinct that’s looking to capitalise on the e-commerce boom that’s changing the way people shop.
The upscale retail and dining complex will reportedly feature a ‘Floor of Discovery’ on the centre’s second level. In it, innovative online brands will be opening their first physical shopfronts. For instance, men’s clothing company, Mack Weldon will be opening its first store, Heidi Klein, a women’s apparel brand will open its first US-based shop front, while L’Oreal will also set-up a ‘concept store’.
Opening on March 15, the experiential shopping site will feature 100 stores, where customer experience is front and centre. According to Brian Berger, the founder and CEO of Mack Weldon, he was attracted to Hudson Yards’ shopping precinct because of its “innovative approach to retail”.
“We share the vision that high-touch, immersive and unique customer experiences will continually shape the future of retail. We’re eager to interact face to face with the thousands of Mack Weldon customers who will be at Hudson Yards daily, providing them with the same convenient shopping experience they’ve had with our brand online for years,” he said in a statement.
In addition to these previously online-only brands, experimental beverage store, The Drug Store, will also be joining the ranks of the centre’s hospitality businesses. The cashierless vending store will use its shopfront to test the popularity of new products before rolling them out online.
“We’re investing in experiential retail to test new concepts and connect with consumers outside of the digital space. The Drug Store at Hudson Yards is a place where customers can enjoy handcrafted versions of new beverage products,” said Zak Normandin, the founder and CEO of The Drug Store’s parent company, Iris Nova.