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Ana Luisa opens first brick-and-mortar store, with more on the horizon

Monday, Feb 12, 2024

Jewelry brand, Ana Luisa, was launched in 2018 with a goal of global brand awareness. Since then, the company has successfully built their brand via social media, and are now opening their first-ever physical storefront in NYC. A soft opening was held in November with an official announcement earlier this month.  Ana Luisa’s main selling points are their earth-friendly approach to production and affordable price points, with most pieces retailing for under $200. The brand also hosts frequent sales and works with a network of beauty and fashion influencers through gifted and paid collaborations.
“Over the last five years, we’ve [gifted product to] over 30,000 influencers in over 150 countries,” said Adam Bohbot, Ana Luisa’s co-founder. “And three out of four new customers are coming from influencer marketing.” 
With these initiatives, the brand quickly gained attention from their target audience (Gen Z’ers) online. On Instagram, the brand has over 630,000 followers, and its TikTok account has 28,800 followers.  The team at Ana Luisa settled on their Soho locations based on specific consumer foot traffic data. In April 2023, foot traffic in downtown Manhattan was up at least 13% month-over-month. That signaled to the company that consumers were returning to in-person shopping.  This first store will be purely experimental, for the brand to better understand their retail model. Over the next two to three years, the plan is to roll out 10 Ana Luisa stores on the east and west coasts.  The founders have quickly gained footings in the physical retail realm after previously operating as a pure play e-commerce company. This brick-and-mortar store front has allowed them to see more demand for products and get a better understanding of their customer base in a face-to-face retail environment. 
“We’re seeing the [level of] demand for new products, which [is helpful], merchandising-wise,” Bohbot said. In addition, he said, in-store customization, which the brand doesn’t offer online, has been popular among shoppers.
The team will rely on organic foot traffic, while also connecting with their online community to bring customers in the store. The Ana Luisa team plans to organize monthly IRL events, which will include exclusive opportunities for participants in the brand’s loyalty program, Ana Luisa Rewards. The store offers private styling and gifting sessions for influencers. In the future, they hope to roll out permanent jewelry, engraving and piercing services. Source: Ana Luisa – Glossy Photo Credit: Ana Luisa – Glossy

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