Ecommerce Brands Are Opening Up Stores—and Showing That Retail Still Has Life

The offline consumer experience remains important


Traditional retail might be struggling, but digital native brands like Everlane, a clothing company, and Casper, a mattress startup, are showing that there’s still room to reimagine the in-store experience.

Both companies are opening brick-and-mortar stores; Casper’s first in New York and Everlane’s second in San Francisco. The two companies join other digital retail brands like Amazon and Outdoor Voices, which have also opened physical stores or pop-up shops.

The Casper Sleep Shop opened this week in New York’s NoHo neighborhood.

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