First Look: Brookstone Stores Get a New Look
Travel retailer Hudson has unveiled the next-generation store experience for Brookstone.
Hudson acquired the assets related to the operation of Brookstone stores in US airports and also obtained the right to be the exclusive airport retailer to operate the Brookstone stores in the fall of 2019 (Brookstone filed for bankruptcy in 2018 and closed its stores in the mall.)
The company has reinvented the Brookstone store experience with a new design that includes a sleek, state-of-the-art interior, an expanded product assortment, and immersive digital elements. Elements of the reinvented Brookstone have been incorporated into locations at Nashville International Airport, Norman Y. Mineta International Airport in San Jose, Seattle-Tacoma International Airport (SEA) and Virgin Hotels Las Vegas . Hudson plans to open new stores with the complete overhaul in the coming months.
The exterior of the new Brookstone store is warm and inviting, mixing soft ambient lighting with Brookstone’s signature shades of blue. Inside, an open floor plan and interwoven design elements encourage exploration and inspiration in any space. Information screens, hands-on product demonstrations by store associates and other interactive touchpoints combine to make the store an immersive oasis for travelers of all ages.
The space is divided into branded discovery areas to promote ease of use. The fixtures are fully modular, allowing for a seamless product transition to provide first-time and regular shoppers with the latest innovative products, the hottest items and seasonal favorites. Key areas include audio, luggage, massage, travel essentials, wellness, tech and STEM essentials.
In addition to the best brands, each area also offers a significant collection of Brookstone branded products. The new personalized packaging reflects how each product fits into today’s lifestyle.
“Our vision was to create a space that would become the ultimate lifestyle and experiential destination for the whole family by blending the categories of electronics synonymous with Brookstone with new product categories like STEM learning and wellness.” , said Michael Levy, senior vice president and chief merchandising officer. Hudson. “An important goal for Hudson has been to expand our assortment of derivatives to create a holistic shopping experience, and our evolution of the Brookstone brand is just the latest example of how we innovate to successfully capture these. growth opportunities to serve the changing needs of travelers.
Hudson currently operates more than 30 stand-alone Brookstone stores at airports. It also continues to expand the brand into new non-traditional formats, including automated retail and Evolve by Hudson, a new specialty brand experience featuring in-store boutiques.
Read more: Hudson Nonstop opens second Amazon-powered contactless store]