Taking 109 years to open a store: Was it advertising that held them back?
Steve’s breakdown: Good Housekeeping, a brand name that now sounds almost ironically cool, is finally opening a store.
Let’s not let them take any wrong steps – so here’s the plan. One of you guys get in there and make sure they know what’s what in retail. The rest of us will have your back.
NEW YORK, NY: Good Housekeeping Is Launching a Pop-Up Shop. It will open in the Mall of America next month
The 2,800-square-foot pop-up will be set up like a mock home, featuring dining and living room areas as well as a front door.
A pop-up retail store, dubbed the GH Lab, will open in the Bloomington, Minn. mall from Oct. 3 to Dec. 30, just time for holiday shopping.
“We thought ‘go big or go home’ and work with the biggest mall,” said Jane Francisco, editor in chief of Good Housekeeping. “We are one of the largest female-facing media brands, and we really wanted our entire audience be able to interact with this.”
The 2,800-square-foot pop-up will be set up like a mock home, featuring dining and living room areas as well as a front door. The “home will dispaly over 150 recommended products from 46 brands, including Affresh, Dyson, Instant Pot, Simple Pleasures and Xbox.
“Partnering with Good Housekeeping and Amazon allows us to bring experiential retail to life here at the mall. We are constantly looking for ways to keep Mall of America fresh and exciting,” said Jill Renslow, svp of business development and marketing, Mall of America.
Comprised of engineers, scientists and tech experts, The GH Institute tests and ranks thousands of products every year, with recommendations that appear in the Hearst magazine and online for the Good Housekeeping and Green Good Housekeeping Seals.
Now, fans can shop for those products on the shelves, but they won’t walk away with them right then and there. The store will be shoppable with Amazon SmileCodes, which shoppers can use in the Amazon app to pay for the item and have it delivered to his or her home.
“It’s insanely exciting. IIt’s literally bringing the pages of Good Housekeeping magazine and GH.com and social to life, where people can interact with it,” said Rachel Rothman, chief technologist of the GH Institute.
Rothman will also travel to the Mall of America to train staff members on each of the products so they can speak to why they got the GH Institute’s approval.