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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.
Cult-favorite beauty retailer Glossier returns to Ponce City Market—this time for good. The new shop opened August 11 in Atlanta with favorite products like Cloud Paint blush, Brow Boy pomade, and Milk Jelly cleanser, as well as exclusive local merchandise like a Mini Beauty Bag.
Located in Ansley Mall, the shop reflects owner Kwynn Everest’s obsession with hospitality. A Four Seasons marketing and sales veteran who lives nearby and entertains often, she felt the neighborhood was missing a high-quality gifting destination. “There was a need for something funky, different, and unique here in Midtown,” she says.
Phnewfula Frederiksen had so much trouble finding an ecofriendly baby store where she could shop for her two children, now ages seven and 13, that she launched her own in 2009. Originally online-only, Happy Mango opened its first brick-and-mortar in Kirkwood in 2016—offering clothing and equipment for babies and kids, pregnant women, and new moms.
With big, vibey brands like Patagonia announced, Krog Street Market is aiming to become known for more than fine cheesesteaks and buttery pastries.
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.
Without its largest tenants, Greenbriar now feels like a ghost of Christmas past—reflecting a nationwide trend. Some 40 percent of U.S. department stores have shuttered since 2016, according to Green Street Advisors, which also predicts about half of the remaining mall locations will close in the next few years.