- February 1, 2024: Vol. 36, Number 2

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Retail stores helping power ‘digitally native brands’

by Andrea Zander

Digitally native brand (DNB) refers to retailers that started exclusively online. Now many DNBs eventually move offline, choosing to leverage the benefits of brick-and-mortar channels to grow their business even further. DNBs have proved particularly adept at opening stores that consumers will actually want to visit, with leading digitally native brands seeing strong foot traffic trends in 2023, says, which tracked year-over-year data during third quarter 2023, in its How physical stories help DNBs thrive report.

Analyzing year-over-year data for third quarter 2023 shows that DNB leaders such as Vuori, Allbirds, Everlane and Warby Parker all saw significant growth in quarterly visits per venue. Many of these brands also underwent significant expansions, but the increase in visits per venue reveals that many of the DNBs are seeing more crowded stores. Opening physical stores allows DNBs to

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