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Omnichannel Retail Finds a Home in NYC
As retailers increasingly embrace omnichannel, one byproduct has been e-tailers stretching out via brick-and-mortar locations. The trend is especially evident in New York, CBRE reports.
“Manhattan has been among the biggest beneficiaries of this strategy, as the high-volume and density of the daytime population – which includes large numbers of residents, visitors and tourists – provides maximum exposure and strong foot traffic that expand e-tailers’ market reach,” according to CBRE’s Nicole LaRusso.
Examples include apparel brand Everlane, cosmetics newcomer Glossier and Rent the Runway, which are among 18 pure-play e-tailers that have opened a total of 38 Manhattan stores, reports CBRE.
Simultaneously, CBRE reports that Manhattan’s brick-and-mortar retailers are integrating digital sales channels. “As the trends of ‘buy online, pick up in store’ and ‘buy online, ship to store’ grow in popularity, stores such as Macy’s, Zara and Target are designating staff and spaces for in-store fulfillment of online and mobile orders.”
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