With a digital core and an avid fan following, direct-to-consumer brands have been finding great success with the leap from clicks to bricks. Starting an online conversation with consumers, they’ve figured out how to activate the in-store engagement. Content is the inherent attribute driving the relevance, and consumers are responding with interest.
Most recently men’s online retailer Huckberry made the exploratory move from online to physical retail. The trek here though has taken some time. With $10,000 of savings, founders Randy Forch and Richard Greiner created the outdoor lifestyle brand in 2011 in a tiny apartment in San Francisco. Now a multi-million-dollar company selling 20,000 products a year, taking the adventure to retail was a logical next step.
Equipped with brand and media partners in New York the founders selected West Village’s Bleeker Street to introduce the brand’s shoppable pop-up adventure guide. Geared to inspire and equip actionable experiences throughout New York, the space features seven unique destination stations. From a West Village drinking tour with Jack Kerouac to an escape to upstate New York for snowmobiling, the Huckberry team not only crafted free itineraries but also curated the essentials for the adventure.
Tied into the itineraries customers get exclusive discounts at destinations if they mention Huckberry, like a discount on a Land Rover Rental or 10% off dining at one of NYC’s best restaurants. Getting the fun started before customers have even left the store, Huckberry offers a complimentary shot and a beer to send them on their way. Supported by in-store events, product demos, chats with Huckberry brand ambassadors, and live programming the brand’s personality truly comes alive in store. Outside of the New York-oriented products, the pop-up features the best of the best from the brand’s online shop.
“Our vision is to build the most inspiring men’s retailer in the world through exclusive gear, original storytelling, and immersive experiences. We’ve always believed that our customers don’t just buy products; they buy products that inspire new adventures and experiences. It’s been fun to bring that vision to life and experiment with our first true brick and mortar store experience — as Albert Einstein once said, ‘play is the highest form of research,’” said Richard Greiner, Huckberry co-founder.
While this may be a temporary installation, we anticipate this is just the beginning of Huckberry’s retail endeavors. More than just selling products, they’re truly selling a story. Given the brand’s editorial panache and localized strategy, it opens the door for more pop-ups or permanent experiences in other markets.