BrandBox has been vacant since early spring, but that’s about to change for the pop-up focused space in Tysons Corner Center.
Located on the first level near Barnes and Noble, BrandBox targets digitally native brands for short-term leases often ranging from six months to a year. If they like the brick and mortar storefront, BrandBox works with the tenants to help them find a permanent spot in the mall.
“Needless to say, with the fate of retail as a whole up in the air due to Covid, especially in an indoor shopping center and people’s varying comfort levels,” Becca Willcox, BrandBox’s senior manager of product and brand success, told Tysons Reporter. “We are taking things slowly.”
BrandBox will soon welcome Tailor on Tap this month. Started by four college students, the business serves as personal stylists with custom high-end clothing for men and women.
“In a world where anyone can buy the same mass-produced outfit from a brick & mortar retail store, Tailor On Tap makes it possible for you to create and elevate your unique style,” according to Tailor on Tap’s website.
Willcox said that BrandBox will be the first store for the Tailor on Tap. “Along with tailored pieces, they will have some ready-to-wear items as well — perfect for those returning to the office, on virtual calls and meetings or just wanting to look great in their everyday dealings,” she said.
Willcox said that BrandBox has been vacant since leases for three brands expired in the early spring.
In the past, BrandBox at Tysons Corner Center has served as a temporary home for Nectar, Peloton, Seletti, Chubbies and Gilly Hicks.
The coronavirus pandemic has upended the retail industry. Even with widespread inventory challenges and legacy stores suffering, Willcox said that BrandBox’s ability to pivot quickly, flexibility and creativity keep it going.
BrandBox’s strategy — helping young, online brands with physical retail space through flexible leases — has remained the same through the pandemic, Willcox said.
“This formula actually makes BrandBox the perfect option for post-Covid store openings, even in unpredictable times,” she said.
