Now trending: Why Google, Netflix and Buzzfeed are embracing the physical store


In recent years, shoppers have been greeted by some surprising additions to high streets and airports. Instead of traditional retail brands commanding new space, leading social media and editorial brands such as Buzzfeed, TikTok and Highsnobiety are flirting with the idea of a permanent physical presence. What has prompted the interest in moving into physical retail for such brands? Retail Week takes a look at the motivation behind the moves.

For social media and editorial brands, a fine-tuned physical retail offering provides the chance to keep their brands front of mind for users – even while they are not on their phones.


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