A new Tanger Outlets pop-up shop is promising a different kind of retail experience that brings to life products once only available online.
R|Evolution is bringing digital-based direct-to-consumer brands together under one roof for nine months at the Riverhead outlet center. The 2,500-square-foot space allows customers who typically have to shop online for the participating products, an opportunity to peruse a brick-and-mortar storefront lined with displays and knowledgeable associates.
R|Evolution is the brainchild of two experiential marketing companies — CS Hudson and International Retail Management and Consulting Group — which unveiled the pop-up earlier this month. During its stay at Tanger, visitors will be able to shop up to a dozen brands and participate in product demonstrations.
“We wanted brands that had a great story and tied together in a non-competitive way,” said Joseph Scaretta, co-CEO and founder of CS Hudson. “It is not a flea market feel, where companies just paid a fee to be there, the companies were curated to create a consumer experience. A lot of these brands want to connect with customers in a physical store, but it is cost prohibitive. We want to make it affordable.”
R|Evolution is turn-key for these digital retailers, many of which are in the health, wellness and beauty industry.
This is the first time many of the participating online companies, which include cosmetic brand TatBrow and hair care company Tangle Angel, have had the opportunity to offer their products in a physical retail space. Other participating brands include TRU Niagen, Swiss Relief, Fingernails2go, MYTAGALONGS, Because I Am A Girl, Instant Effects, Ornaments for Opportunity and CB-Dadi’ Oil.
“It is about the experience,” said Linda Johansen-James, CEO of IRG. “Our ambassadors know the products and can really help explain the products. The number one differential is customer service and making people feel welcomed.”
The Riverhead location is just the beginning of R|Evolution. By the end of this year, CS Hudson and IRG are slated to open additional pop-ups, including locations in Chicago and Philadelphia, Johansen-James said.
“It is really exciting to see how the concept is growing,” she said. “It is proof of concept for these online brands, which could potentially allow them to open their own store. We’re just a beginning for them.”
R|Evolution is located in Tanger 1, suite 208, between Nautica and Zales