Co-Working is the Next Hottest Retail Concept, All Thanks to WeWork

  • admin
  • By admin
  • in
  • on May 2, 2019

A transformative change has taken place in recent years. The concept of co-working evolving from an alternative to a traditional office lease for start-ups and freelancers is becoming an integral component of corporate real estate portfolios. Since flexibility tops the list of popular benefits of coworking amongst freelancers, small businesses, and large enterprises, the retail industry is rapidly changing to incorporate this business idea into business practice in 2018.

Co-working companies provide short-term leases at various square footages, allowing tenants to determine the most appropriate workplace strategy for their business without a long-term obligation, driving cost efficiency with newcomers and experienced retailers in today’s market.

It’s No Longer a Thing of the Past

Back in October of 2017, the still relatively new co-working company WeWork made a deal to buy Hudson’s Bay Fifth Avenue property Lord & Taylor flagship store for $850 million. This not only raised red flags as to what the future of both retail and office facilities held, but also it gave rise to if such as WeWork, Co-Optim, and NeueHouse pop up are changing nature of work is giving rise to a new kind of retail experience.

“Co-working spaces generate heightened connectivity amongst different businesses, presenting an opportunity for innovation to occur at the intersection of different disciplines and mirroring the balance between intellectual harmony and tension made famous at AT&T’s Bell Labs in the late 19th century.” – Cushman & Wakefield reports.

However, buying up store space has not been the only retail push. Partnerships are another angle that WeWork has been exploring, with WeWork and LinkedIn announcing a partnership with J. Crew that would include panel events, a new work-focus collection and campaign from J. Crew featuring WeWork members, and J. Crew pop-ups exclusively for WeWork members in February 2018, opening new possibilities for both office spaces and retailers in collaboration efforts.

With New Opportunities, There are Always Challenges

With any new idea or innovation, as great as it may be, there are always pitfalls and challenges businesses have to consider. Adding retail to co-working spaces brings certain problems, which Christopher Walton, Former VP of Target Store of the Future describes in the quote below.

“There are a couple big challenges I see. One, it is hard to coordinate retail partnerships at scale in such a way that the retail experiences will stay fresh and well executed across the country. Two, it will also be difficult for retailers to generate the return on the investment required from the partnerships or the product placement. It is similar, in my mind, to the phenomenon of retail at airports. Some money can be made at airport stores, but those stores don’t really blow the doors off for any retailer” – Christopher Walton reports.

Furthermore, most analysts are unsure whether the retail element is a practical measure economically, not just for WeWork, who owes $18 billion dollars in rent despite its success, but for the co-working industry as a whole, which could be in a big bubble that is about to burst for most businesses.

Moving Forward

Moving forward, there may be opportunities for digital retail brands to beat co-working spaces at their own game by opening up co-working spaces of their own. With room for companies such as Apple and Amazon to try co-working in the future, co-working for those companies and other well-known could prove to be a huge advantage for them, igniting an entirely different perspective of the retail space as we progress into the future of retail experience. How exciting!

ABOUT DIGITAL RETAIL TRANSFORMATION

C-Level experts from across North America’s retail industry are coming together in Dallas in August to anticipate the highly complex digital retail environment that will develop over the next few years.

Through a cutting-edge program designed by the industry, for the industry, we will provide a fresh and up-to-date insight to help move your organization to the next level of digital leadership. A series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions will offer industry-specific topics and trends to ensure your company sustains its competitive advantage.

Are you interested in becoming a sponsor for this event? Click here today to learn more >>

Are you interested in attending this event? Inquire here today to find out if you qualify for Millennium Membership >>

Leave a Reply

admin

PUBLISHED BY admin

Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!

View all posts by admin

Related Posts

#MillenniumLive , Podcast

Listen to #MillenniumLive on Amazon Music!

2021 has been a year of milestones for our #MillenniumLive podcast – we released on Spotify, recorded our 100th episode, and we were joined by some of the most influential guests to date. Now we’re thrilled to announce that #MillenniumLive is available for listening on Amazon Music! Haven’t listened to our podcast before? Here’s the […]

#MillenniumLive , CIO , Data , Podcast

#MillenniumLive Episode: Getting Started on your Data Journey with Joe DosSantos from Qlik

This week #MillenniumLive welcomes back Joe DosSantos, the Chief Data & Analytics Officer at Qlik. Joe gives some insight on offensive vs defensive data strategies, the importance of data accessibility, and provides tips on starting your analytics journey. He emphasizes the importance of understanding what your data is, tagging it, organizing it, and making it […]

Healthcare

Experiential Retail: A Post Pandemic Guide

Contributed by our partners at AnyRoad Brick-and-mortar retailers saw significant reductions in foot traffic last year while e-commerce sales peaked in Q4 2020, but a natural balance is slowly returning as the pandemic subsides and competition among retailers is tougher than ever. As things open up, some brands (such as Home Depot, Williams Sonoma, etc.) […]

CISO

Transformational CISO Leader, Rinki Sethi, Keynotes Our November Assembly!

On November 8th, The Millennium Alliance Transformational CISO Assembly kicks off with a keynote address from Rinki Sethi, current Chief Information Security Officer (CISO) at Twitter. Rinki is an award-winning leader and executive with experience leading and developing innovative online security infrastructure for Fortune 500 companies like IBM, PG&E, Walmart.com, and eBay. She is recognized […]

Lovin’ Digital Diary?

Premium content to our readers interested in all things business.

Check Us Out!

Millennium Membership offers Fortune 1000 C-Level executives, leading public sector/government officials, and thought leaders across a variety of disciplines unique and exclusive opportunities to meet their peers, understand industry developments, and receive introductions to new technology and service advancements to help grow their career and overall company value.

About Millenium Alliance Next

About Digital Diary

Created to provide premium content to our readers interested in all things business.

Launched in 2017, Digital Diary was created to provide premium content to our readers interested in all things business. With our blogs catered to deliver the top news stories, trends, and interviews from across all industries.

Read all story Next

Millennium Alliance Membership

Learn More Next

What does it mean to be a Millennium Member? In the midst of the constant disruption across all industries, our members are given the tools they need to digitally transform their organizations and become the best leaders they can be. Millennium Members are provided the exclusive opportunity to attend our 40+ intimate in person and virtual Assemblies, take part in industry-leading Executive Education sessions conducted by the nation’s leading academic institutions, business leaders, and technology providers and receive industry leading content through our Digital Diary Platform as well as the rapidly growing #MillenniumLive Podcast Series.