I've been following Rachel Schectman for years. Since I first heard of her store STORY in Manhattan I've been a fan of her unique twist on retail. If you're not familiar with what Rachel has created... the premise behind STORY is an evolving content shop that necessitates changing her retail theme and the merchandise every ~90 days.

The result of this dynamic approach to merchandising is a fresh, vibrant and ultimately very shoppable retail store. With each visit one tends to find something unexpected and interesting.

One of Rachel's initial creations - the Fresh STORY

We currently live in a retail environment defined by change, uncertainty and, some think, an Orwellian future that will be commanded by the likes of Amazon and Alibaba. I think innovation is not the exclusive domain of the most well funded. Indeed, our most exciting retail days are actually ahead of us and I'm going to keep an eye on Rachel and other brands like hers to see how she pushes us all forward in this exciting retail industry.

Retail Blog

In praise of STORY