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Inside the trendy retailer that wants to create a ‘new type of department store’ with brands that are hugely popular on Instagram


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Inside the trendy retailer that wants to create a ‘new type of department store’ with brands that are hugely popular on Instagram

Neighborhood Goods wants to be a “new type of department store.” Bethany Biron/Business Insider Traditional department stores are struggling to stay afloat as consumers increasingly turn toward e-commerce and foot traffic to malls declines. Neighborhood Goods, a trendy new marketplace that opened last week in Manhattan’s Chelsea Market, is attempting to subvert the retail status quo…

Inside the trendy retailer that wants to create a ‘new type of department store’ with brands that are hugely popular on Instagram

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Neighborhood Goods wants to be a “new type of department store.”
Bethany Biron/Business Insider


  • Traditional department stores are struggling to stay afloat as consumers increasingly turn toward e-commerce and foot traffic to malls declines. 
  • Neighborhood Goods, a trendy new marketplace that opened last week in Manhattan’s Chelsea Market, is attempting to subvert the retail status quo with its take on a “new type of department store.”
  • “We wanted to test this thematic and communal approach to retail and provide a platform for younger companies that really wanted to dabble with popups,” founder Matt Alexander told Business Insider. 
  • We visited the store just a week after its official opening. Here’s what it’s like inside. 
  • Sign up for Business Insider’s retail newsletter, The Drive-Thru.
  • Visit Business Insider’s homepage for more stories.

Department stores may be on their deathbed, but the trendy curated marketplace concept is thriving. 

Neighborhood Goods, a self-proclaimed “new type of department store,” officially opened its doors in Manhattan’s Chelsea neighborhood last week, becoming the latest in a rapidly growing list of buzzy experiential retail stores across the country. 

Embedded within Chelsea Market’s dizzying array of gourmet food vendors and retail boutiques, Neighborhood Goods features more than 40 brands in categories that range across apparel, beauty, home goods, pet products, and fitness. It’s the second location for the company, which first got its start in Plano, Texas, in November 2018.

Companies like Neighborhood Goods are increasingly serving as a blueprint for traditional retailers to start experimenting with their own popup concepts as they try to bolster dwindling foot traffic. Macy’s, for example, opened Story this year, dedicating a section of select stores to rotating themes of curated products, while Nordstrom recently integrated “pop-in” shops featuring DTC brands like Everlane and Glossier. 

The arrival of Neighborhood Goods also comes just six months after the debut of Showfields, the gargantuan four-story retail space in Soho that features a rotating assortment of buzzy direct-to-consumer products. While both are similar in construction — with their Instagrammable aesthetics and shelves brimming with items made by up-and-coming brands — Neighborhood Goods delivers a more “communal” vibe, according to founder Matt Alexander. 

“We wanted to test this thematic and communal approach to retail and provide a platform for younger companies that really wanted to dabble with popups,” Alexander told Business Insider. 

We visited the store on a recent weekday morning, just a week after it opened. Here’s what it’s like inside. 

Neighborhood Goods is located in Chelsea Market, a tourist hotbed of dining and retail experiences in the heart of Manhattan.

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Bethany Biron/Business Insider


Shoppers can access the store both from 9th Avenue and from inside Chelsea Market itself.

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Bethany Biron/Business Insider


We opted to come in through the inside, and found the entryway aglow.

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Bethany Biron/Business Insider


As we wandered through the store, we found a robust skincare and beauty section.

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Bethany Biron/Business Insider


There was even a sink for shoppers to test out the different products.

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Bethany Biron/Business Insider


The section had a wide array of products …

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Bethany Biron/Business Insider


… including ample offerings for men.

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Bethany Biron/Business Insider


Scattered throughout the store were various wrapping stations featuring bags in a millennial pink hue.

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Bethany Biron/Business Insider


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