Retail is the only growth channel left’: Digitally native brands are investing in, and changing, the store

The store is dead, long live the store.

Direct-to-consumer brands born online — including Everlane, Allbirds, Outdoor Voices, Glossier, Modern Citizen, AYR, Away, Casper, Rent the Runway, Eloquii, M.Gemi, Fabletics, Baublebar, Birchbox and Bonobos — have all moved into physical retail.

The founders of these digitally native brands are setting up physical shops as they face the reality of online retail: There are limitations around how much one digital brand can actually grow....