A Manhattan retailer is taking unique approach to expanding a brand experience in his store. BNET article highlights Georg Jensen, owner of a luxury Danish and gift shop, who is spicing up the storefront with several brands.
Jensen’s store was recently refurbished to gain a sense of home warmth to it’s shoppers. Filled with antiques and specialtiy gift items from Europe, the storefront didn’t have a theme to it. Instead, the old set up was simple product displays with no Feng Shu.
Looking for a new appeal for customers, Jensen has opened his storefornt to other Danish companies to showcase their items. Instead of expanding the store’s product line to fill in the product gaps, Jensen is having other Danish retailers showcase their items. The items will not be sold by Jensen, only displayed.
Jensen’t techinique is a great way for retailers and brands partnering to create great brand experience. Jensen is able to create an appealing atmoshere for shoppers without increasing investment in larger product line. The showcased brands get to reach NY markets but without risking thier brand image tarnished through a discount retailer.
What partnerships have you seen between brands and retailers which where successful?
