Originally published 09/2010
What was once an area of retail for the elite brands of the world, new retail boutiques try to reach into the pocketbooks of the middle class. However, they’re not always about making the sale in the traditional sense. Sometimes it’s just about the brand experience. Kellogg’s’ recent opening of Pop-Tarts World in NYC is a great example of a boutique that is all about experiencing the brand, not about making a retail sale. Another sample of a non-traditional boutique is the Victor Churchill Butcher Shop in Sydney Australia. It’s elegant design and homey feel is far from the traditional meat-cleaver, blood spattered butcher shop you picture in your mind.