6 Ways in Which D2C Brands are Redefining Physical Stores

From quirky fixtures to restageable elements, D2C brands do it differently when they open brick-and-mortar stores

- Shiv Joshi

In recent years, online-to-offline (020) expansions have accelerated with many direct-to-consumer (D2C) brands choosing to open stores. When online brands go offline, they seek to do things differently, redefining the offline retail experience in the process.

Here's what they are doing differently...

Approach

D2C brands look at offline expansion from a fresh perspective and it reflects in the way they go about it. "When D2C brands open offline stores, their entire approach is different from that of offline-first retailers," said Surender Gnanolivu, senior experience consultant, who has worked with offline retailers for over three decades and is now working with eight to 10 D2C brands like Mokobara. Gnanaolivu shared that in the case of D2C brands, the founders are involved in everything from the vision to execution.

"There is a lot of exploration before they go offline because most do not wish to be a 'me too' brand," said Juhi Santani, director and creative head, of Retale Design, a firm that has worked with 5-6 020 brands like Licious, HomeStrap, GoDesi, Shree She is Special, Ola Eats (Khichdi Experiment) and Paratha Envy among others.

Quoting the example of Licious, Santani said that Licious combined retail with food service creating a cross-over between retail and QSR.

Gnanaolivu seconded Santani's views about the brands not wanting to emulate anyone. "Usually, people give references of how they want the store to look. These guys often want to create something that nobody has ever seen before," he said.

For instance, at its upcoming outlets, food-tech company Ghost Kitchens wants to create designs inspired by its celebrity partners.