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Vancouver Magazine

Is Traditional Retail Dead?

Publication Date:

Sept 18, 2017

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Herschel now has products in more than 10,000 stores in over 70 countries and has expanded to include a line of outerwear, while the head count at its Railtown headquarters has grown to almost 170 people. Which makes it surprising the brand is only now opening its own retail locations on home turf. This July, Herschel opened its first Vancouver-area pop-up store in Deep Cove, where Cormack lives, and next spring they’ll open a 5,000-square-foot flagship store in Gastown. But for a company that’s already ubiquitous in nearly every corner of the world, including Vancouver, moving into retail isn’t as much about moving inventory as it is about building brand identity.

“What a retail experience is going to allow for this brand is to let people come into our house and see what we really care about,” says Cormack. “And what we care about is customer experience, design details and ambitious projects; we care about Vancouver…we have this ability to story-tell beyond belief.”

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