The Rise of Celebrity Curated Retail Stores
Another celebrity retail brand is joining the fray. Oscar winning actress Reese Witherspoon became the latest celebrity to join in with her Draper James concept. This brick-and-mortar in Nashville is distinctly Southern, inspired by her grandparents, Dorothea Draper and William James Witherspoon.
Draper James will sell of a wide selection of goodies including tailgate essentials and hostess gifts. The umbrella for this retailer is clothing, accessories, and home goods served up with Southern grace and charm.
Draper James’ soft launch was in May 2015 online. However, the flagship retail location opened in Nashville in October. Their next stores are planned for Dallas, Charleston and Atlanta.
Celebrity Retail Style Meets Brand Know-How
Newly appointed CEO Hyde will lead day-to-day operations. A US based designer and art director, she began her career with Estee Lauder. She also worked for Calvin Klein and has had tremendous success with brand identity, publications and digital media projects.
The underwriting was led by Kirsten Green, founder and managing director for Forerunner Ventures. She joined the Draper James board of directors after this very successful launch. Series B funding closed the initial round with 10 million in investment. Other backers involved in the deal were Stone Canyon Industries and JH Partners.
The concept of celebrity going hand-in-hand with retail is certainly not new. Celebrities have endorsed brands for decades. The idea of celebrities curating retail however is gaining ground. This is a hybrid category where the products sold are not celebrity branded i.e. Jennifer Lopez for Kohl’s. Instead, retail products are celebrity endorsed like Gwyneth Paltrow’s GOOP. This brand also went from online to offline through pop-up shops this year.
Trend Reports puts it this way, “Although multi-category, mass retail will never go completely away, curated retail tempers the incredible selection presented to consumers on a daily basis, thereby simplifying shopping and easing the stress of having to choose among hundreds of product choices.”
Now, consumers will decide which celebrity retail influencer to shop.
Posted by Angel Carra | Request as a Speaker
On the go, mother of two, who believes things happen for a reason. SVP of Sparks Retail focused on driving the best client and customer experience – because I know how they want to be treated.