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Direct-to-consumer brands are finally showing Atlanta some love in an explosion of new retail stores

A wave of new shops in Atlanta are showing off previously online-only brands

You might have noticed that, suddenly, more and more stores you’re used to seeing online have locations in metro Atlanta: Lunya, Rothy’s, Allbirds, Peloton, Lovesac, Framebridge. Ironically, traditionally digital-only brands are discovering the advantages of brick-and-mortar.
Rothy's Atlanta Westside Provisions District

Rothy’s opens its first Atlanta shoe store at Westside Provisions District

One of only eight brick-and-mortar stores nationwide, the Atlanta location is Rothy’s first Southeastern location, selling the popular brand's sustainable shoes, handbags, and more.

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