Maternity clothing retailer A Pea in the Pod has returned to brick and mortar. At the end of 2021, the company made a significant decision to return to physical retail after exiting brick-and-mortar all together in 2020 at the height of the pandemic.
After transitioning to a fully direct-to-consumer company, executives realized that there was a primary audience that still enjoyed touching and feeling product in a physical setting. Nearly 58% of A Pea in the Pod’s customer base are first-time moms, meaning that they don’t know what will fit them correctly and will likely want to shop in-store to explore and try on items.
The brand made the executive decision from that point to venture back into brick-and-mortar, opening stores in Chicago and NYC – their two largest customer market demographics.
So far, both stores are doing exceptionally well in the physical retail space, according to Marla Ryan, Executive VP, in a recent podcast with Trend Talk. Customers are appreciative towards being able to shop in-store, and have even expressed interest in more store openings.
The company plans to bring new innovation and concepts to the brand throughout 2022, focusing primarily on elevating their physical footprint. They are planning on hosting in-store events and offering brand partnerships in the new year. This gives the company the advantage to connect with the community and hear first-hand how their store impacts new and expecting mothers, and how they can improve going forward. Customer experience continues to be a core pillar for A Pea in the Pod.
“Nothing will ever replace that touch and feel (store) component. In our industry, having the ability to try on is a really critically,” Ryan Said
Source: A Pea in the Pod – Trend Talk
Photo Credit: A Pea in the Pod – Bizjournal
