We’ve all witnessed the disappearing act of big box stores at our local malls. The once omnipresent flagship stores like Hecht’s, Sears, Montgomery Wards, and I magnum have gone dark due to consumers desire for the more convenient shopping options of “fast retail” or online shopping. This retail exodus left mall owners scrambling to fill these vacant storefronts.
So, last year one of the U.S’s largest mall owners, Macerich, tried an experiment in its Northern Virginia mall – Tysons Corner Center. Macerich decided to remedy this retail conundrum by launching Brandbox. Brandbox fills vacant retail spaces with local small business vendors without a brick and mortar presence and equips them with not only the physical space, but inventory tracking software,staffing, marketing support and even decor to get the business up and running.
Last years launch with the first group of cohorts business was such a success that Macerich recently welcomed a new crop of vendors into its Tysons Corner Center pop up holiday shop dubbed Creative Collective again this year. The vendors selected range from jewelry makers, fashion designers, children’s book authors, graphic designers, illustrators and painters. So, one big mall has made it easier to shop small this holiday season.
Visit Creative Collective on the lower level of Tysons Corner Center in Vienna, Virginia.
