Tuesday, November 13, 2018

One part store, one part lab: Mall owner debuts BrandBox, a new way to fill vacant space

CNBC
One of the nation's biggest mall owners has come up with a way to fill empty storefronts, and it's offering young brands plenty of perks to move in.

Macerich this weekend is launching a concept known as "BrandBox" at Tysons Corner Center just outside Washington, D.C., one of the most valuable shopping malls in the U.S. There, it will house six brands, including apparel retailer Naadam and makeup company Winky Lux, for six to 12 months. Each brand will have its own mini store inside an 11,000-square-foot space, with new retailers funneling in and out each year. . . . more