Westfield London is introducing a new retail concept called byCircus that creates in-store shelf space for products from beauty and wellness brands that can only be found online. According to a byCircus representative, "byCircus was founded to bring back the curiosity and excitement around bricks-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way."
The in-store space will be open until December 31st, decked out with hanging clouds, falling ribbons and light sculptures, providing an imaginative setting for people to purchase creative holiday gifts. Within the brick-and-mortar concept, Westfield London is offering a glimpse at some of the most innovative brands like True Skincare, Only Curls and Funky Soap, and giving people the unique chance to interact with the products.
Online-Exclusive Product Shops
Westfield London's byCircus Shares Online Beauty & Wellness Brands
Trend Themes
1. Online-exclusive Product Shops - By creating physical spaces for online-exclusive brands, retailers can bring back the excitement of in-store shopping experiences.
2. Curated In-store Experiences - Offering a unique and imaginative setting for shoppers to explore innovative products can enhance their overall retail experience.
3. Integration of Online and Offline Retail - Blending online and offline retail by showcasing online-only brands in physical stores can drive customer engagement and sales.
Industry Implications
1. Retail - Brick-and-mortar retailers have an opportunity to leverage the popularity of online-exclusive brands to attract more foot traffic and boost sales.
2. Beauty and Wellness - Online beauty and wellness brands can expand their customer reach and product visibility by participating in curated in-store spaces.
3. E-commerce - By partnering with physical retailers, online-exclusive brands can tap into the benefits of in-store experiences and reach new customers.