How Challenger Brands Are Bridging the Gap Between Ecommerce and Brick and Mortar

Harry's, Away and Untuckit are all upping their presence in physical retail

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During our Brandweek: Challenger Brands summit Feb. 6–7, the “Bricks and Clicks” session featured panels from Away’s vp, brand marketing, Selena Kalvaria, and Harry’s vp, marketing, Lorna Sommerville, with moderator Robert Klara and Untuckit’s CEO and co-founder, Aaron Sanandres, with moderator Jameson Fleming.

The challenger brands spoke about how they’re bridging the gap between ecommerce and retail by creating pop-ups, physical stores and partnerships in existing stores to showcase their products in a different way.

In the instance of Away, founders Stephanie Korey and Jennifer Rubio initially made the leap into brick and mortar by creating a pop-up with no key performance indicators (KPIs) out of fear of missing something if they assigned specific KPIs elsewhere.

The brand started out with one pop-up and now has seven physical locations where people can not only get a feel for its products, but also get involved in the “community [forming] within the stores,” said Kalvaria.

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