What die-hard Everlane customers want, they get.
After years of being an online retailer, with occasional pop up shops in New York and at Nordstrom’s, Everlane has established two permanent retail locations in New York and San Francisco. This is a shock to most after CEO Michael Preysman told The New York Times in 2012 that he’d “shut down the company before we go physical retail.”
Everlane was founded in 2011 by Preysman as an online, direct-to-consumer brand. They sell clothing made in factories with ethical conditions, at wholesale prices. They developed a strong fan base over the years, both for ethical and sustainable reasons, and also because of the minimalistic well-made basics that they sell. Today the company offers more than 500 products and manufactures in over a dozen factories.
The first location of the brick and mortar stores opened on December 2nd, 2017 on Prince Street in New York, and the second location will open in San Francisco’s Mission District in February, where they are headquartered.
Although both of these locations are relatively small, they will include all of Everlane’s best sellers, including their cashmere sweaters, denim, and Italian leather shoes and accessories. The stores will also be a new hub to facilitate talks, workshops, and performances.
The benefits to Everlane having a brick and mortar? Customers can finally try on items like pants and shoes that have harder sizing before they buy. There are in-house stylists, minimalistic fitting rooms, and a simple point of sale system that allows customers to log into their account and see all of your purchases in one place. Customers are also able to return or exchange things in store that they purchased online, which is a huge plus for Everlane.
“Our customers tell us all the time that they want to touch a product before they buy it,” Preysman said to The Washington Post. “We realized we need to have stores if we’re going to grow on a national and global scale.”
With the future of brick and mortar retail unknown, a lot of well-known brands have been closing their doors. However, Everlane is walking in the footsteps of companies such as Warby Parker and Amazon, who found online success before opening physical doors. It will be interesting to see if more e-commerce companies look to Everlane and take the leap into the physical world of retail.