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Have You Heard? Brick and Mortar Is Back! 

Now's the time to grow your online brand in the offline world.



As the retail landscape evolves, the debate of clicks vs. bricks continues to spark discussion among companies looking to increase sales and brand awareness. While both digital and brick and mortar commerce have their own unique advantages, many brands are learning that the clicks-to-bricks business model can be the best way to grow. In fact, a new retail business study by the International Council of Shopping Centers (ICSC) has introduced “the halo effect,” a principle stating that when a retailer opens a physical store, that brand’s website traffic increases by 37%.

"Opening one new physical store in a market results in an average 37 percent increase in overall traffic to that retailer’s website."

-–The Halo Effect: How Bricks Impact Clicks

Opening physical locations can be particularly valuable for newer, digitally native brands, which can use brick and mortar locations to meet customers in-person for the very first time and create memorable experiences for them. At Brookfield Properties, we use innovative solutions and unique spaces to help our tenants meet shoppers in new and noteworthy ways. Our pop-up fixtures, custom solutions, inline stores, and showrooms have been successful in helping businesses build an efficient click and mortar strategy, bringing brands to life, and providing increasingly popular connection points for our tenants and their customers.


Take a look at how we've brought digitally native brands to life through brick and mortar activations.




On November 1, 2018, Wayfair launched its first-ever brick and mortar shop at Natick Mall in Boston. Formatted as a holiday pop-up, the shop gave customers a brand-new experience – the ability to touch and feel Wayfair's home decor items before purchasing. The pop-up was so successful that it led to the opening of the brand's first-ever full-service, 3,400-square-foot permanent store. 


Our team is working with Casper to bring its "try before you buy" concept to nine of our retail properties. By providing Casper with unique spaces, industry expertise, and access to our communities of shoppers, Brookfield Properties is helping the mattress retailer optimize the shopping experience and grow its business. 

Adore Me

Identifying a gap in the market for affordable yet high-quality lingerie for women of all sizes, Adore Me launched online in 2012 with a monthly subscription program. As it expands into physical locations that allow women to find the perfect fit for intimate wear, Brookfield Properties is delighted to host five brick and mortar stores for this innovative brand.



B8ta is a unique and innovative retail store designed for discovering, trying, and buying new tech products. Brookfield Properties partnered with the brand to put its out-of-the-box products on display in the glass cube at Oakbrook Center. Customers are able to test out the latest innovations, from electric skateboards to headphones that intelligently adapt to your hearing.


Now's the time to get more eyes on your brand.
Partner with us to grow your brick and mortar presence and boost web traffic by 37%.