Starting a Business

Reinventing Retail: How One Owner Is Making Her Boutique Tell a Story

min read
Opinions expressed by Entrepreneur contributors are their own.

It can be easy to take retail shops for granted. Many are, after all, very similar. But even when something that's been done to death like a retail store can be new and innovative in the right hands.

Long-time marketing consultant Rachel Shechtman, recently launched Story, a retail shop in New York that attempts to tell a cohesive story each month by using an ever-changing array of online and offline products. Like a magazine, the Story store follows a specific monthly theme, and it attracts advertisers, or sponsors, also like a magazine. For instance, February's theme was Love, which was sponsored by the dating site Nerve. The March theme is Color and the store is sponsored by Benjamin Moore.

Before officially launching in February, Story was in beta for roughly one month when it went by the name "A Startup Store." Over that period, well-known startups like Quirky and Birchbox were featured in the shop. Note that if you're planning a visit, wait until March 21, as Story switches over to its new theme.

Related: How to Reinvent Your Business

Related: How to Grow Beyond the Food Truck

Related: Finding Business Success in a Recession

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

Whether you are launching or growing a business, we have all the business tools you need to take your business to the next level, in one place.
Enroll Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.