• Inside the Market Place walkway, shoppers go into the line of store fronts displaying products and sales.

Hey Digital Natives, This is Your Year

Learn new strategies for growing business through clicks-to-bricks experiences

As the retail landscape evolves, the debate of clicks vs. bricks continues to spark discussion amongst 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 bricks and clicks business model can be the best way to optimize shopping experiences and grow their businesses. 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, kiosks, 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. Not only do these physical spaces create unique customer experiences and build brand awareness, but they ultimately build brand loyalty as well. 

Each year, Brookfield Properties hosts more than 2,000 new store openings. Some of the digitally native and click and mortar brands we've partnered with include:

  • Peloton
  • Nespresso
  • M. Gemi
  • Ministry of Supply
  • Indochino
  • Cotopaxi
  • UNTUCKit
  • Warby Parker
  • Bonobos
  • Wayfair
  • Casper
  • Fabletics
  • Monica + Andy
  • Adore Me 
  • Rent the Runway
  • The Grommet






Take a look at some ways we've brought digitally native brands to life and captured the attention of consumers: 

Wayfair Bricks and Clicks Strategy

On November 1, 2018, Wayfair launched their first-ever brick and mortar shop at Natick Mall in Boston, Massachusetts. Formatted as a holiday pop-up, the shop opened from November 1st — January 2nd, allowing customers to access Wayfair's innovative new home solutions, learn to manage home improvement projects and browse more than 100 swatches. 

Casper Click and Mortar Business

Digitally native mattress retailer Casper has taken the “try before you buy” concept to a new level, giving consumers the opportunity to schedule naps and view new bedroom products at the brand's brick and mortar locations. The in-store Casper brand experience also includes educational touch points, allowing consumers to learn more about different mattress options and identify the best product for their needs.

Adore Me Clicks-To-Bricks Business Model

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 brick-and-mortar stores for this innovative brand.

Get in touch to learn how we can help grow your brand.


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