Are new brick and mortar solutions the key to digital brand growth?

A few more communal retail spots have arrived in recent months to join a growing crop of places offering turnkey solutions to support digital natives’ journey to physical retail.

In December, a four-story brick and mortar retail concept called SHOWFIELDS, “bringing digitally native brands to life with customized flagship spaces” opened in lower Manhattan.

So far, only the first floor has opened with a focus on wellness brands. Most of the 11 tenants offer testing and trial in Instagramable settings...