According to Inside Retail Asia, Monday Swimwear CEO Natasha Oakley shared insights on the brand's decision to open physical stores in the US, emphasizing that the move was deliberate and aimed at deepening customer connections.
Oakley explained that the brand initially focused on direct-to-consumer online sales to build a strong digital community before transitioning to brick-and-mortar. The physical stores are designed to offer an immersive brand experience, allowing customers to try products and engage with the brand in person, which Oakley believes is essential for long-term loyalty.
The expansion reflects a broader trend among digitally native brands leveraging physical retail to complement their online presence. For Monday Swimwear, the stores also serve as a tool for collecting real-time customer feedback, helping the brand refine its product offerings and marketing strategies.