Pepper, an online privacy and lifestyle retailer, is getting physical. The Henderson-based company unveiled its first brick-and-mortar store at Resorts World’s opening Thursday.
Pepper co-founder Lincoln Spoor said opening a store on the Las Vegas Strip was a 10-year dream, but the company needed the right partner to make it happen.
“Being on the Strip was absolutely a requirement, but then where are you going? said Spoor, whose boutique will be the first intimate luxury store on the Strip. “This is why Resorts World fits in so well – the brand positioning and direction they want to make is a perfect match for Pepper. “
Resorts World has decided to create a 70,000 square foot mall filled with brands not found in neighboring properties, according to Retail Vice President Matt Pinal.
The two-story mall is home to newcomers like Pepper and returning retailer Fred Segal. Experts say the organized mix will be key to differentiating itself from retail destinations like the Fashion Show mall and upscale boutiques inside Wynn Las Vegas.
“When creating a new shopping complex on the Strip, merchandising these properties becomes an art form,” said Michael Parks of CBRE. “You want to identify new brands and new concepts that are not currently on the market but which are brands and concepts that will be attractive and sought after by the consumer.”
The next wave of retail experiences is for what the National Retail Federation calls the “citizen shopper,” or a consumer who wants a retail store to be more than just a place to shop.
Pinal said Resorts World’s interpretation of the new kind of consumer is one who wants interactive spaces, which is what the retail industry is heading towards.
He said that’s why the property has set up 2,500 square feet of space dedicated to pop-up shops and events. The space can be personalized and features a 1,200 square foot balcony overlooking the Strip.
“This is specifically for the vendors that we want to program that can relate to who is in the hotel or maybe in the city,” he said.
One of the first pop-up stores announced this month is Kardashian Kloset, the Kardashian-Jenner clan’s online resale site. It will be the first physical store for the e-merchant and will include exclusive merchandise.
There are also plans to create events and other brand activations throughout the property.
Pinal said pop-ups allow Resorts World to offer something new to visitors and locals.
“We didn’t want to build a traditional shopping center. Plus, where we sit around the corner with Wynn and Encore and Fashion Show, you’re kind of loyal sellers in there, ”he said.
Forrester Research analyst Sucharita Kodali said pop-ups also benefit retailers.
“There are a lot of small vendors looking to market themselves to tourists, which is the goal of being anywhere on or around the Strip,” Kodali said. “I think consumers are open to anything they find interesting, whether it’s a pop-up store or whatever.”
Other retailers opening at Resorts World include Judith Leiber, Herve Leger, Twila True Fine Jewelry and Watches, Sneaker Garden, Clivei Beauty Salon, Dr. Refresh, Sugarfina, Nectar Bath Treats, Corso, Aubi & Ramsa, O bag, Black Clover and six miscellaneous stores.
But Pinal said buyers can expect more surprise announcements in the coming months.
Parks of CBRE said this is a huge opportunity for retailers to open on the Strip, citing the city’s pre-pandemic visitor count of 42 million.
“Shopping has become an important part of the Las Vegas experience,” he said. “It goes hand in hand with food and entertainment – they’re all kind of symbiotic and work together. “
Fred Segal owner and CEO Jeff Lotman said the busy touristy street is sure to mean the success of his men’s and women’s boutique.
“I’m a Vegas guy. I go there all the time… but these places are kind of old fashioned, ”Lotman said. “They’ve been around for a while, so I think it’s amazing to have the novelty (of Resorts World) and the excitement and talent that they have reserved. The fact that we’re the fashion store there, I think we’re going to kill it.
Lotman said the retailer will have two 5,000 square foot stores across from each other. There are also plans to organize special events and offer exclusive merchandise and items such as bridal gift baskets.
Spoor said his own store will unveil exclusive products, including sex technologies not found elsewhere, as well as a new line this fall.
Pepper’s 6,000-square-foot store is Resorts World’s largest retail store with a 100-foot-long storefront that will feature a storefront designed by Pop Up Mob.
Spoor said Resorts World gave Pepper the freedom to design and develop the guest experience. He added that the store itself was designed as an experiential space, something Pinal advocated throughout the retail hub.
“You come in and you feel the five senses,” Spoor said. “We have our own fragrances which will be sprayed throughout the store. There is a home items side with candles, diffusers, lotions, lingerie, then we have a movie screen, which we use in an arch, and on the other side there is the side spice.
For more information on Resorts World, visit lvrj.com/resortsworld.