Retail Merchandiser - March/April 2016 - 39


Carry On by Brookstone

fashionable travel gear, and customizing its assortments to
the weather conditions and regional preferences of people
traveling through host airports.
"It's one thing to sell jackets to people coming into Salt
Lake City, but it's also important to know how many people
fly out of Salt Lake City on their way to bathing-suit climates," Via says.
Brookstone's traditional operations will provide support to
Carry On, which will benefit from both the Brookstone distribution infrastructure as well as its network of close relationships with key brands and manufacturers. Another advantage
Brookstone gives to Carry On is early access to innovative
items coming through its Brookstone Launch program.
"BrookstoneLaunch.com is our new platform for seeking
out, identifying and sourcing exciting new products from
maker communities such as Indiegogo and Kickstarter," Via
says. "There's an item we're not quite ready to talk about that
is going to be big among business travelers, and it will likely
be a perfect fit for our Carry On stores."
Just as the Carry On brand will take advantage of Brook-

stone's expertise and infrastructure, it should play an important role in Brookstone's overall strategic growth plans.
Carry On will add to revenue growth for Brookstone and
expand the reach of its brand among business travelers, travel enthusiasts and other high-income airport shoppers.
As the concept evolves, Carry On will be entertainment-centered but with a much greater emphasis on fashion
trends. The company believes that launching the Carry On
brand will help it to discover and build an exclusive assortment of items that are ahead of trends technologically and
perfectly on trend in terms of fashion. Challenges lie ahead,
but Brookstone is understandably excited about the potential of the Carry On brand.
"The short-term challenge lies in managing the product
needs of a single-store operation," Via says. "We need to
learn and scale this concept quickly to gain the benefits of a
multi-unit chain. Our priorities include identifying exciting
new products that our travel customer is surprised and delighted by. We plan to expand Carry On as an exciting new
travel concept store in many airports." O
March/April 2016

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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2016

Contents
Retail Merchandiser - March/April 2016 - Cover1
Retail Merchandiser - March/April 2016 - Cover2
Retail Merchandiser - March/April 2016 - 1
Retail Merchandiser - March/April 2016 - 2
Retail Merchandiser - March/April 2016 - Contents
Retail Merchandiser - March/April 2016 - 4
Retail Merchandiser - March/April 2016 - 5
Retail Merchandiser - March/April 2016 - 6
Retail Merchandiser - March/April 2016 - 7
Retail Merchandiser - March/April 2016 - 8
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Retail Merchandiser - March/April 2016 - 20
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Retail Merchandiser - March/April 2016 - Cover3
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