Never Set Foot In The Physical Retail Everlane Actually Opened The Flagship Store Under The Line.

According to the world's clothing and shoe net, five years ago, it had vowed never to step into physical retailing in the United States. clothing Online retailer Everlane Two flagship stores will be opened in the next three months.

Everlane chief executive Michael Preysman said in an interview that the first physical store on Saturday will open in Prince Street, New York, next February. brand It will also be landing at Mission Distric in San Francisco. In 2012, Michael Preysman told reporters that she would rather turn off the company than enter the physical retail business. At that time, Michael Preysman, the founder of the minimalist style clothing brand, which was from product manufacturing to pricing and selling, was only a year. It was too young and too simple.

Since then, Warby Parker, Rent the Runway, Bonobos, Modcloth, Birchbox, and so on have been promoting sales, improving customer service and increasing brand awareness through entity stores. Now the total number of offline stores in Warby Parker has reached 36, and the brand will add two new stores in New York in early December. Rent the Runway, which operates and sells garments, has not only opened 4 separate stores in New York and Chicago, but also entered the Neiman Marcus Niemann Marcus luxury department store in San Francisco. The Amazon.com Inc. NASDAQ:AMZN (NASDAQ:AMZN), an electric giant, even after the establishment of a physical bookstore, made a great effort to enter the retail market of the US food mixed entity with the help of the acquisition of the Whole Foods Market Inc. totality supermarket.

Everlane product manager, former design and product director Rebekka Bay, and brand founder and CEO Michael Preysman Rebekka visited the Shenzhen handbag factory in 2015.

In fact, Michael Preysman has revealed in October 2016 that the evolution of the world following the electricity supplier has been extended to the offline market. This week, Michael Preysman told reporters that customers always reflect that they want to be able to touch the merchandise before they buy it, or return it to the store. Moreover, "we realize that if we want to expand in the whole country or even the whole world, there must be shops."

In the past, Everlane has successfully constructed customer communities through offline activities, such as setting up Everlane Lab Lab to enable consumers to understand the procurement and pricing process of products and the factories they produce, and to promote the brand's pursuit of "Radical Transparency (transparent)" business purpose to attract consumers who focus on the quality of consumption. In the past two months, Everlane has been the first to appear in department stores, and has opened 8 guerrilla stores in Nodes Tron Inc., a high-end chain store group. Nordstrom Nordstrom, the joint president of the department store, praised Everlane highly, calling it guerrilla store the most successful concept of guerrilla sales so far.

Retail consultant Jan Rogers Kniffen pointed out that we now realize that there are a number of physical stores that help expand the business of pure e-commerce, and although department stores and retail entities are reducing their retail sales, physical sales still account for the bulk of their income.

　　 Everlane pricing in the official website dismantling ship's cashmere sweater and comparing the selling price with traditional retailers.

In the 6 years since its establishment, Everlane has only received financing information in March 2016 (excluding seed period). It is reported that the retailer raised a total of US $18 million as of that time, and the financing at that time gave us a valuation of US $250 million. The known investors include Lerer Hippeau Ventures, Maveron and 14W Vc firms, and Popsugar CEO Brian Sugar.

It is reported that Everlane realized about $50 million in revenue in 2015, while it is expected to double in 2016, and women's clothing accounts for 3/4 of overall sales.

On the past Thanksgiving weekend, Everlane changed the strategy of closing shop on black Friday, which rewarded the sales of black five to employees this year. On Monday, the brand still stuck to its original price and sent an email to consumers explaining the reason - the daily selling price was lower than most retailers.

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