By Faith Merino - VatorNews
Life has been good to JustFab, so why not…go backwards?
Less than a month after acquiring ShoeDazzle, JustFab is venturing even further into uncharted waters: brick-and-mortar retail. Can they just DO that?!?! It can’t be done!
But lo, JustFab is doing it. It’s been did.
JustFab announced the opening of its very first brick-and-mortar store in the Glendale Galleria in Glendale, California. The 3,000-square-foot store might very well mark the first time an online-only subscription shopping brand has moved into the brick-and-mortar world.
It seems counterintuitive. Subscription commerce is a pretty clear win (with the right product and execution, of course—don’t go thinking you can just stick something in a box once a month and send it to me because I’m sick of your stupid trinkets and artisan kettle chips). You can reliably count on getting a set number of orders each month which makes for easier and more predictable inventory planning, and you virtually guarantee repeat orders.
And the best part: you DON’T have to pay for a brick-and-mortar store. No lease, no floor people, no storage.
“We’ve heard from our members that being able to see and try on products before they buy is still an important part of the shopping experience for them,” said co-CEO Adam Goldenberg, in a statement.
There’s no word on whether this is an experimental, possibly one-time deal (like those awesome M&M stores that are like rare exotic birds you only see once in a lifetime), or if JustFab plans on opening other stores as well. We’ve reached out to the company for more info.
The brick-and-mortar store has been designed to match the online experience, according to the company’s announcement. Collections are showcased against sleek, white surfaces and in-store personal stylists are on hand to help customers. Additionally, customers can register at the boutique to get member pricing that has, till now, only been available online. Casual shoppers can forgo the registration if they want and make purchases at the full retail price.
The store will be celebrating with a grand opening party hosted by JustFab’s President and Creative Director Kimora Lee Simmons on Saturday, September 14, from 2 pm to 4 pm.
The brand has been very visible lately with its TV show “House of Fab,” starring Simmons, which wrapped up its first season last spring. The show goes behind the scenes of life at the JustFab offices and details the ins and outs of running a fashion-centric social commerce company. So the grand opening party for the new brick-and-mortar store will no doubt see a big turnout.