Start-ups Bring Novelty to Shopping Malls

The Wall Street Journal: “Landlords of top U.S. malls used to rent most of their space to the biggest national retailers, which boasted the best credit and the most desirable selection of goods. Now they are looking beyond big chains and toward lesser-known retailers and startups that started online but have amassed customers and brand recognition.”

“The reason: such retailers tend to offer novel products that resonate with web-savvy customers, particularly millennials, a massive group of potential customers landlords are eager to cultivate.”

“Some of these stores are showrooms and don’t carry inventory so customers will have their purchases delivered to them or they could pick up their purchases at the store at a later time. Such stores take up less square footage since they have don’t need to hold inventory at the back of the store.”

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