Earlier this fall, online operator Moda Operandi opened its first U.S. showroom in Manhattan. The three-level, 3,200-square-foot space is in a town house at 24 East 64th Street, a quiet, leafy block just off Madison Avenue.
For Moda Operandi, whose customers spend an average of $1,200 online, the showroom concept is a key strategy, given that its clients spend four times that amount, or $4,800, when they shop in person.
Moda customers shop online seven times a year, including twice a year for pre-fall, twice a year for runway and three times for in-season product. “We have a very high retention rate,” said Deborah Nicodemus, chief executive officer. “Our new growth client file is up by 72 percent.”
Nicodemus plans to build on the successful London showroom...