Urban Outfitters’ Lifestyle Village Concept, US
As we explore in Mall Worlds (within upcoming industry trend The Future of the Store), shopping centres are becoming increasingly diverse lifestyle destinations rooted in far more than just retail. US lifestyle brand Urban Outfitters has acknowledged this with plans for a leisure and retail village in Devon, Pennsylvania, which will unite a boutique hotel, restaurants, stores and high-end amenities.
Dubbed Devon Yard, the 6.5-acre site will host a selection of Urban Outfitters’ own umbrella brands, including a Terrain garden centre and fashion and homewares retailer Anthropologie, while other units will be leased to a selection of premium lifestyle brands. These are tipped to include fine and mid-level dining options, a specialty food market, a fitness studio and a wellness centre – all of which give consumers an incentive to dwell longer.
Partnering with a yet-to-be-named hospitality group to create a 93-room boutique hotel, The Devon Inn, will mean shoppers and business travellers can even stay on-site overnight.
Dave Ziel, chief development officer for Urban Outfitters, says consistency in aesthetic and tenant mix will set Devon Yard apart from mainstream malls, where “you often see a Chico’s [designer womenswear retailer] beside a Cheesecake Factory [fast-food vendor]. That’s not what we’re about”.
Situated 30 minutes from central Philadelphia, Devon Yard is slated to open in April 2016.
Stylus further explores alternative models for group retailing in California’s Anti-Malls, Retail Village for Baby Boomers and Boxpark, London. For more on the benefits of crossover retail/lifestyle concepts, see Future of the Store: Hybrid Retailing (publishing November 2013), Retailer-Restaurants, Retail/Hotel Hook-Ups and Collaborations: Beyond the Shop Floor.