What: The founder of Showfields reflects on retail and the experience it should bring to customers.

Why it is important: The “inverted business model” where Showfields as a retailer treats brands as final customers and charges them a service rather than buying their product, is an alternative worth being considered for specific parts of department stores (concept stores, dedicated spaces, etc…)

Tal Zvi Nathanael, whom IADS CEO members have met via a video conference in October 2020, explains the concept behind Showfields and his new projects.

He developed Showfields in 2019 out of frustration as retail and the lack of “magic” as he puts it, into a project where surprises lie at the same time in the experience itself but also in the product selection. 60 to 100 brands, in their majority either not distributed or with a DNVB business model, are displayed and renewed every 6 months on the 3 floors of the 1,400 sqm-wide store, with an alternative model: instead of purchasing the products like in a traditional wholesale model, Showfield charges between $12,000 and $36,000 for brands campaigns, caters for the workforce and the VM, and provides data to brands.

There are 4 more stores to be open on the East Coast within 2022.

Showfields’ specific approach to retail