From Home Furnishing Business
Nectar Sleep Partners with BrandBox for 1st Physical Storefront
E-commerce mattress company Nectar Sleep has announced the brand’s first physical storefront at Tyson’s Corner Center in Tysons, Va.
Choosing an innovative approach over a traditional storefront, Nectar is one of six select digitally native brands debuting in the new flexible retail concept, BrandBox. BrandBox was created by retail property developer Macerich.
The 1,500 sq. ft. space gives visitors a snapshot of everyday life with Nectar's 356-Night Trial Period through four bedroom vignettes: winter, spring, summer and fall. Designed to showcase the company's ability to provide comfort and support during all of life's key moments over a year and beyond and convey quality of the mattress, which also comes with a Forever Warranty.
Providing 360-degree retail support, experts at BrandBox worked closely with Nectar to provide high-touch support on brand-specific design and buildout, staffing and technology. Nectar will have access to proprietary retail analytics to measure in-store sales and customer engagement just as they would in the digital world by analyzing data such as anonymized foot traffic, conversion, customer flows, and sales.
"We're constantly on the pulse of how we can improve on meeting the needs of our ever-growing customer base," said Ran Reske, co-founder of Nectar Sleep. "After just over a year of exponential success with Nectar Sleep as an e-commerce only brand, we're dipping our toes into offline retail as an essential component to future growth and success. We felt strong synergy with Macerich as they developed BrandBox – they fully recognize that digitally native brands are a key part of the future retail landscape, and have provided a more flexible approach to traditional real estate."
Launching just in time for the nation's busiest shopping day of the year, visitors will receive early Black Friday deals, getting $125 off with two free pillows when they purchase a mattress at Nectar Sleep's Tyson's Corner Center retail concept.
Other well-known brands joining Nectar in BrandBox's inaugural class at Tyson's Corner include Winky Lux, Naadam, Interior Define, UrbanStems and DKNY, a label typically seen in department stores who will be showcasing a collection exclusive to BrandBox.