14 Westfield properties add incubators for digitally native brands

The digitally native vertical brands incubated by Verishop will inhabit both temporary and in-line spaces, having the flexibility to change if the company chooses to showcase new concepts or brands.

“Unibail-Rodamco-Westfield is at the forefront of offering digitally native vertical brands the very best platform to scale their businesses in the U.S. and Europe,” said Jean-Marie Tritant, president of URW in the U.S. “With Verishop, we have the perfect operator: one that brings exciting, dynamic shopping experiences to our customers, as well as one that demonstrates the opportunity that exists for digitally native brands to grow their retail footprint in targeted, strategic ways.”

Verishop claims to curate the best global brands with the fastest free shipping online and runs a brand incubator. Verishop co-founder and CEO Imran Khan said: “Verishop aims to help customers find cool new brands, and the customization and flexibility of Westfield physical spaces gives another way to provide that discovery experience. The ability to create one-of-a-kind shops has enabled us to give shoppers an in-person experience to complement what we’ve built online.”

Westfield Century City hosted Verishop’s first pop-up, where Ghost Democracy, a skincare product brand that went through the incubator, opened in October. The test laid the groundwork for further strategic openings of the brand throughout Westfield’s network of U.S. shopping destinations. These shops, which began opening in time for the 2019 holiday season, will continue to roll out in the new year.