What: An innovative development in Culver City offers pointers as to how retail might evolve post-pandemic.

Why is it important: It’s neither mall nor department store, neither traditional Main Street nor high street plumbed with independent owners. It’s an array of these elements, with unusual merchandise partnerships and online connectivity thrown in.

Several of the two dozen stores at Platform are pop-ups with short-term leases, nestled together and connected with meandering sidewalks lined with trees, bushes and benches. Much of the merchandise — and restaurant fare — can be purchased online and picked up at a drive-through.

Familiar stores such as Monocle, Blue Bottle coffee, Aesop or Reformation are sprinkled among Platform’s own shops, including the Optimist, Teller women’s fashions and a beachwear shop called Optimist Beach. The entire development is targeted to appeal to the trendy upscale local neighbourhood. The mix of shops and great places to eat out is also an essential part of the blend at Platform. While restaurants are shuttered all over Los Angeles, those at Platform were busy.

Platform’s approach to leasing and merchandising is where it breaks away from retail industry traditions. The brand shares the risk with the store, but rather than charge-backs, fees and other contractual clauses, Platform’s approach splits sales 50-50. After 120 days, decisions about what to do with unsold merchandise are left up to the brand, which might send it to another store or set a lower sale price.

Platform supposedly offers fashion labels roughly a 20% higher profit margin and more control over merchandising and fast information on what’s selling. The shared control makes it feel like a partnership. “You get the exposure, you get the placement, you get the sales,” Platform explains. “It’s not traditional wholesale. It’s not traditional consignment.”

Is LA’s Platform the future of retail