New York magazine’s The Strategist vertical is opening its retail shop just in time for the holiday shopping season. The pop-up, called “I Found It at The Strategist,” will be open from Nov. 8 to Dec. 30 in New York’s SoHo.
The assortment has been selected by The Strategist editors and includes beauty brands and lifestyle products with about 80% of the brands having received editorial coverage by the publication. Participating brands each feature approximately 10 to 15 SKUs that will be be merchandised in a “try-before-you-buy” format.
“The goal behind the store is to get The Strategist brand out there in front of a mass audience. We started as an experiment on The Cut, and now we’re ready for prime time. So it’s a marketing and brand awareness play,” Camilla Cho, the GM of e-commerce at New York magazine told Digiday. “We don’t see the pop-up as that much of a revenue play, although we do intend to move product.”
The Strategist worked with Uppercase, the start-up that just received $4.75 million in funding, that helps brands execute retail pop-ups by handling finding the location, design, point-of-sale, and hiring. It also tracks metrics with a dashboard that gathers analytics like traffic, sales, and return rates.
Participating brands at the “I Found It at The Strategist” shop include Sundays, LOLI, Hairstory, Parachute, Ohii, Corsx, Herbivore, TULA, East Fork, Cocokind, Freck, Incausa, Peet Rivko, Jaxon Lane, Rikumo, My Beauty Diary, APTO, Kin Social, Negative Underwear, Beautycounter, and Scentbird.
During the eight-week pop-up, The Strategist will host in-store events, including a live version of The Cut’s ongoing feature “How I Get It Done,” and a panel on the changing beauty industry.
Photo: via Beauty Independent