DTC lingerie brand Cuup partners with Bloomingdale’s to sell its goods offline

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The company will also make its virtual fitting service available in-store

While the conversation in retail is about e-commerce and online sales, the reality is that most purchases are still made in stores: by 2022 only 21% of global retail sales were done online. Plus, people are increasingly going back to brick-and-mortar businesses now that the pandemic is finally over.

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So, it’s not surprising when brands that were exclusively online for brick and mortar begin the transition; The most famous example of this is Amazon, which began operating its brick and mortar stores in 2015.

The latest move to make the move from online to offline is Cuup, a direct to consumer lingerie brand that also offers a virtual fitting service: On Friday, the company announced that it has partnered with Bloomingdale’s, according to a report in Retail Dive. is of.

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To make its products and services available not only on the retailer’s website, but also at its 59th Street flagship store location in New York City.

Bloomingdale’s website will carry 17 styles from its Unlimited bra, underwear range and swimwear collection in 53 sizes, while the store will carry a similar selection with 15 styles in the same size range.

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Along with its products, Cuup’s virtual fitting service will be available in-store. The service involves asking about a customer’s current bra to learn more about their needs, and then it asks them to measure their band and bust. Cups then calculates their sizes. When in store, this will be done through a team of what are called “fit therapists”.

“Qup is thrilled to partner with Bloomingdale’s for our first retail partnership, as the iconic retailer is recognized as an industry leader in the largely intimate sector,” said Kiernan O’Moloney, co-founder and CEO of Qup, in a statement. recognized as such.”

“Bringing our best-selling styles to Bloomingdale’s is providing a new opportunity for our business to be discovered by such an engaged consumer – available both online and at the flagship New York City 59th Street location.”

Other direct to consumer brands transitioning from the online to the offline retail world include Warby Parker, which began as an online-only retailer, but opened its first retail showroom in 2013 and now operates nearly 160 stores in North America. does, as well as Untukkit, Everlane, Allbirds, Ball & Branch, Casper, Wayfair, and Harry’s.

However, there is a risk: People are generally disappointed with the in-store shopping experience. Even before COVID, people were dissatisfied with the experience of buying things in-store: A 2019 survey of shoppers found that 80% said they felt they weren’t getting the in-person shopping experience.

More recent data suggests that customers believe the in-store shopping experience is worse now than pre-COVID, and that this is due to staff shortages or poorly trained staff. Brands that have built a good online following can afford to compound a poor in-store customer experience.

VatorNews has contacted Cuup. We’ll update this story if we learn more.

(Image source: shopcuup.com)

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