A recent project in the massive apple (little Peep Show reference there for those in the know) allowed me to visit a load of new stores in New York.

As always, those visits were hugely thought-provoking, because New York is still where legacy retailers begin strategy shifts, and new brands show up for the first time. 

So I thought I’d share a summary of the new (or revamped) stores I found most fascinating –  a few of which become jumping-off points for some hopefully stimulating sidebars.

Crocs

I didn’t expect to like this as much as I did, but it’s simply a masterclass in opening a great flagship.

Exclusive products and collaborations, exceptional merchandising and brilliant “zoning” of categories meant the space was really coherent.

But above all else, the service approach was bang on. Crocs has what essentially feels like a flagship host – someone who immediately welcomes you in a totally charming, human way – in my case, hearing my British accent and having fun with it.

I saw him do this with everyone who entered and you can’t overstate how impactful that was. 

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