Dive Transient:
- Alongside different DTC intimates manufacturers increasing offline, Hanky Panky is opening its first brick-and-mortar retailer within the West Village neighborhood of New York Metropolis, the retailer introduced on Friday.
- On the middle of the 600-square-foot house stands a wall of thongs with varied colours and prints. The model plans to host in-store occasions and companies, together with a bodily iteration of its Lingeriecycle recycling program, group occasions, and meet and greets for its loyalty program members.
- The model at the moment has a presence in 60 nations and goals to introduce worldwide transport quickly. It additionally plans to open 10 extra shops throughout the U.S. by 2025, per the announcement.
Dive Perception:
After greater than 40 years in enterprise, Hanky Panky lastly determined to open a bodily storefront to increase its model to in-person procuring. On the opening of its first location, the model plans to unveil unique perks for its clients, together with a build-your-own-bundle possibility.
“Hanky Panky has been a staple within the trade and in ladies’s lives for greater than 4 a long time, and we’re so excited to announce we’re formally opening our doorways, which is able to actually carry the model to life,” Brenda Berger, CEO of Hanky Panky, stated in a press release. “Giving our customers merchandise that set the tone for his or her day and make them really feel [like] their greatest selves has at all times been on the core of what we do, and we’re thrilled to have the ability to try this in a complete new, extra private approach.”
Hanky Panky joins different undergarment manufacturers in opening bodily shops. Intimates model Knix introduced plans final September to open its first U.S. retailer in Santa Monica, California, to be adopted by places in San Francisco and San Diego. Earlier this 12 months, Rihanna’s Savage X Fenty model debuted its first retailer in Las Vegas and introduced plans to open six extra places in Detroit, Chicago, Atlanta, St. Louis and different cities.
The pandemic served as a pace bump for some DTC manufacturers increasing into offline retail. ThirdLove, for instance, debuted its first brick-and-mortar retailer in New York Metropolis in 2019 earlier than the COVID-19 pandemic disrupted in-store retail and triggered the situation to shut. This 12 months, because the pandemic enters a brand new section, the model determined to discover a bodily storefront once more, deploying classes from its profitable pop-up store this time round.
Whereas DTC manufacturers have lengthy linked straight with on-line customers, some have begun to see bodily shops as one other advertising and marketing alternative to achieve new customers. However in contrast to conventional retailers, many DTC manufacturers have opted for smaller storefronts that function showrooms somewhat than stock storage, specialists informed Retail Dive.
