Is this the future of malls? Suburbia stalwarts like Delia's and Wet Seal shuttering within the past year have laid the groundwork for new budget brands to sweep in, and that's exactly what BaubleBar is doing. WWD reports that the online jewelry company is set to debut its first permanent store tomorrow at the Roosevelt Field mall in Garden City, NY, which is a stone's throw from New York City.
"We've been waiting for this moment for four years," co-founder Amy Jain told the paper. "Since Day One, we believed in having an off-line component to our business." And this store isn't the first time they've played around with IRL: Aside from their periodic sample sales, they previously had a shoppable showroom and an aggressive summer pop-up shop.
"We have a built-in customer base," Jain added on the company's knowledge of the tri-state area (they currently have offices at Industry City). "We have a lot of information from that geographical area. We understand the customer, what she likes. When she visits the store, she'll feel like we created it just for her." BaubleBar following in the footsteps of fellow e-commerce brands that have translated to brick-and-mortar, like Bonobos, Warby Parker, and Birchbox.
So will we see a New York City store next? It doesn't sound like it: Roosevelt Field is part of the Simon Property Group, and the brand would likely open within their malls across the country first, as it has the ability to "roll out 20 [BaubleBar stores] and deploy them quickly," according to Eric Sadi, Simon's senior vice president of leasing. "BaubleBar is largely scalable...Accessories always do really well."
In the meantime, New Yorkers who aren't looking to hop on the LIRR can find BaubleBar accessories in person in Anthropologie and Bloomingdale's.