E-Commerce Brand Everlane is Opening its First Stores

Everlane, the socially minded e-commerce brand, is opening its first brick-and-mortar stores. The Washington Post reports Everlane, whose founder, Michael Preysman, once swore the brand would never go into brick-and-mortar retail, is opening stores in New York and San Francisco. The flagship locations will carry many of the company's best-sellers, including T-shirts, cashmere, denim and shoes.

“Our customers tell us all the time that they want to touch a product before they buy it,” Preysman said in a statement. “We realized we need to have stores if we’re going to grow on a national and global scale.” Another reason Everlane has decided to open flagship locations is because while customers prefer to shop online, most opt to exchange or return items in person.

Total Retail's Take: It's not entirely surprising Everlane has decided to open flagship stores, despite Preysman's previous comments. Many former e-commerce only retailers, including Warby Parker, M.Gemi, and the recently acquired Bonobos, have expanded to brick-and-mortar locations. As primarily an apparel retailer, Everlane has come to the conclusion to that consumers like to try items on before they make a purchase. Giving shoppers the option to choose in the channel most convenient for them is the name of the game in today's retail environment.