Ecommerce may steal the headlines in today’s retail world, but more than 90 percent of retail sales in the United States still occur in physical stores. This fact has led to an interesting emerging trend — a growing number of brands built and established in the online arena are now looking to expand their horizons in the brick-and mortar realm.
For a retailer, this presents an opportunity to take a presumably winning and popular brand and bring it (and its fanbase) into your store, but there is significant risk too.
