Hanley Mellon joins brick-and-mortar bandwagon

Apparel retailer Hanley Mellon is opening its first permanent brick-and-mortar store on Manhattan's Upper East Side this fall. The brand, which has only been in existence for a year, has sold strictly online until this point.

The hybrid space will serve as a boutique, showroom and office space, totaling 2,400 sq. ft. of retail space, NY Racked reported. The collection will feature travel-inspired womenswear, menswear, home decor, accessories and furniture.

The brand is hoping to open three new stores in total over the next five years. The brick-and-mortar store will serve as a test area for new products and will help set the standard for how the brand looks and feels.

"As we build the brand, it's really important for people to be able to understand the true essence of what we're about and to show the different products that we offer," Frederick Anderson, the company's president, told Women's Wear Daily.

Hanley Mellon joins the growing number of online retailers entering the brick-and-mortar scene including Warby Parker, BaubleBar, Blue Nile and Rent the Runway.

For more:
-See this NY Racked article
-See this Women's Wear Daily article (subscription)

Related stories:
Everlast opens first US brick-and-mortar
BaulbeBar to open first brick-and-mortar
Blue Nile opens first brick-and-mortar store
Rent the Runway adding physical stores, sportswear
Warby Parker marries online with off-line expansion
 

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