DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL FLASH OF GENIUS

Offline Partnerships BaubleBar After opening three popup shops in 2013, BaubleBar began expanding into the permanent brick-and-mortar space via partnerships with omnichannel retailers. In January 2014, the brand announced a deal that would place BaubleBar products in Anthropologie’s 174 U.S. locations, 17 and in March of the same year, BaubleBar products became available at 35 Nordstrom locations. 18 In July 2014, the jewelry retailer’s products became available at all Nordstrom locations, and BaubleBar reported that offline sales were now accounting for 20 percent of the company’s revenue. 19 Having already proven out the value proposition of offline retail, BaubleBar opened its first permanent store in July 2015. The 1,200 square- foot space, located at Roosevelt Field Mall in Garden City, NY, was finalized after the brand used sales data to identify the area as a strong customer base. 20

Death of Pureplay Retail: Locations Selling BaubleBar Products 2015 ■ BaubleBar ■ Anthropologie ■ Nordstrom

Source: BaubleBar.com, 2015.

17. “ BaubleBar now designing monthly collections for Anthropologie ,” Fashionista, January 28, 2014. 18. “ Nordstrom Hopes to Shine Up Sales with BaubleBar’s Affordable Bling ,” Forbes, March 31, 2014. 19. “ With $10 million, BaubleBar continues its foray into brick-and-mortar retail ,” Fortune, July 29, 2014. 20. “ Online jewelry startup BaubleBar to open retail stores ,” Forbes, June 24, 2015.

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January 12, 2016