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They feature up-and-coming products from otherwise online-only brands that literally can’t be found at any other store. Bland fluorescent-lit department store aisles of dime-a-dozen wares won’t cut it in today’s web-saturated environment; consumers want stores to provide a unique comprehensive experience that justifies their visit, experts say. This trend is evident in Amazon’s sleek, hyper-convenient new stores, Walmart-owned Jet.com’s recent pop-up grocery store collaboration with another concept-based retailer, and a host of others who are putting customer service and atmosphere above all else. Branston and co-founder Ali Kriegsman originally set out to create a “shoppable magazine” — an online publication that would showcase trendy new brands to potential customers. That business plan obviously morphed as the company evolved, but the editorial roots are still evident in the its DNA. “A lot of the value we bring to the brands and to the stores we create is this idea of curation and this idea of basically playing editor and deciding which brands make sense together,” Kriegsman said. “It felt like this random journey in the beginning, but it does make sense that we started [with the magazine pitch].” The latest — and most topical — addition to the company’s roster is a store called “Bulletin Broads,” which opened in Williamsburg last week. It’s stocked with items geared towards women from around 30 female-led companies and backed by Planned Parenthood (Bulletin itself is run entirely by five women). “There’s products that are really in-your-face, anti-Trump kind of products. There’s products that are related to feminism,” Kriegsman said. “For us, it was a reaction to the times and what’s happening politically right now.” The company announced this week that it’s raised a $2.2 million seed round from some high-profile investors, including Flybridge Ventures, Kleiner Perkins, Afore Ventures, and Y Combinator. Some of that money will go towards expansion beyond New York’s city limits with planned projects in Los Angeles and possibly elsewhere. Perhaps the most novel part of Bulletin’s business model is that the web-born brands will pay rent to appear in its chic IRL enclaves. Typical clients include niche artisanal outfits like wellness vender Bell Mountain Shop , bougie shower cap maker Shhhowercap , and candle company Keap .
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