Westfield shopping malls open showrooms for online brands

Shopping malls offer visitors an opportunity to interact with brands whose products are sold online only.

The shopping mall operator and the largest commercial real estate player in Europe, Unibail Rodamco Westfield, announced the opening of Brik + Clik showroom at the Westfield World Trade Center in New York City. Earlier, the company opened Brik + Clik area at the Westfield Valley Fair Mall in San Jose, California. Such steps were part of a strategic Westfield initiative to create an omnipotent customer interaction system. 

Real estate development specialists Hemant Chevan and Eric Hirani created the concept behind Brik + Clik. Its developed exhibition halls concept allows DTC-brands (selling goods directly to consumers without involving third parties, such as retailers) to improve customer relationships. Buyers have the opportunity to interact directly with the brand’s products. That is, visitors to such a showroom can see the product live, try it out or just hold it in their hands before buying. We are talking primarily about health, beauty, and home care products. 

According to Chevan, Brick + Click showroom is the only place where customers can get in touch with the brand’s products sold online. The company has already established partnerships with such brands as Kolkata Chai, Brightland, Maude, Field Botanicals, Yourlixir, Aiden & Coco, Noto Botanics, and Salt & Stone.

The emergence of such a strong partner as Westfield is crucial for Brik + Clik, as the company seeks to reach a wider audience by introducing the products of partner brands to visitors of shopping centers, as well as increasing its value in the industry, which can lead to cooperation with more respected and popular brands.