After months of lockdown, non-essential retail re-opened in England on Monday. Research is predicting a promising return for retail, as over the following weeks, 8 in 10 adults in Britain say they’re planning on visiting local high streets or shopping centres (Landsec, 2021). To further encourage people back to stores, brands are launching new retail partnerships and experiences that are interactive, immersive and appeal to customers’ lockdown habits and interests.
SoulCycle has set up an outdoor studio at Selfridges’ Oxford Street flagship, in a bid to appeal to customers who have a heightened interest in health and wellness. Customers can book slots online to take part in a daily programme of SoulCycle’s signature 45-minute classes. The partnership allows Selfridges to drive fitness enthusiasts back into store, whilst leveraging the expertise and hype of SoulCycle.
DIY brand Homebase has opened garden centres within six Next stores, in a bid to appeal to customers who are spending more time and money on their gardens. The partnership extends Next’s homeware range and will sell pots, plants and garden tools, with staff on hand to offer advice on gardening projects.
Retail
SoulCycle has set up an outdoor studio at Selfridges’ Oxford Street flagship
Homebase opens garden centres inside six Next stores
H&M-owned lifestyle brand Arket opens its first store in Seoul, South Korea
Starbucks opens unique store in Oharai-machi, Japan
Louis Vuitton transforms its Saint-Germain-des-Prés boutique into a bookstore to comply with Paris lockdown rules
Hospitality
Soho House will open new members club and hotel in Paris this year
Campaigns
Currys PC World launches its first ever TikTok campaign
Bodyform aims to tackle period-related taboos in its latest campaign
Oxford Street and Spotify launch new campaign to entertain people while they shop
Initiatives
H&M Group-owned brand Monki launches new community-focused app
Target will invest more than $2 billion with Black-owned businesses by 2025
HelloFresh provides free meal kits to culinary students in New York
Bluewater shopping centre in London, UK will open England’s longest and fastest Zipline
Image courtesy of Homebase
