Can Showroom Brands Save Brick-and-Mortar Shopping?

MM.LaFleur, Bonobos, Acustom Apparel and others disrupt retail

MM.LaFleur is an alternative to traditional clothes shopping and one of several showroom brands in its ascendancy. Courtesy of MM.LaFleur

If you want to buy some clothes at the posh MM.LaFleur in New York, you’ll be in for a few surprises. It starts with the location—611 Broadway is a trendy SoHo address, but there’s no visible clothing store there. Instead, a cavernous Crate and Barrel dominates at street level. To get to the store, you’ll have to take the elevator to Suite 401. Once you’re up there, another surprise awaits. There is, in fact, a clothing store, but one with no visible clothing.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.