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In some not-so-shocking news, amorphous concept stores that undergo frequent product and interior overhauls, like Story and Dover Street Market, are really expensive to run. One way to cover the costs? Treat the ever-changing themes as "living advertorials": Story founder Rachel Schectman says over 50% of her funding comes from sponsors like American Express and Pepsi, who pay her anywhere from $75,000 to $300,000 per theme. Expensive, certainly, but also lucrative—Story was profitable in its first year, and sales have more than doubled since 2012. [Crain's]