What: Bobbi Brown joined Lord & Taylor to introduce justBOBBI concept shops, blending exclusive products and digital content across select stores and online.

Why it is important: The integration of exclusive products and digital content demonstrates how department stores are evolving into experiential, omnichannel destinations to remain relevant and competitive.

Lord & Taylor’s collaboration with Bobbi Brown marked a significant shift in department store strategy, as the retailer appointed the renowned beauty expert as creative consultant and launched justBOBBI concept shops. These spaces, located in flagship and select stores as well as online, offered a curated selection of wellness, beauty, apparel, and accessories, reflecting Bobbi Brown’s holistic lifestyle approach. The shops featured exclusive items, such as a Parker Thatch tote and philanthropic t-shirts, alongside her best-selling book, creating a unique blend of commerce and content. The partnership also included a robust digital component, with weekly live streams and videos to engage customers beyond the physical store. This initiative not only capitalised on Bobbi Brown’s personal brand and expertise but also anticipated the industry’s move toward experiential retail, where curated environments and omnichannel engagement are key to attracting and retaining consumers. By updating the product selection monthly and integrating digital storytelling, Lord & Taylor positioned itself at the forefront of evolving department store models.

Lord & Taylor’s exclusive deal with Bobbi Brown