Garnet Hill, part of the HSNi portfolio of lifestyle brands, took its home and apparel goods on a summer road trip with this mobile pop-up boutique. The experience, created from a converted shipping container, resembles a natural home environment.
The mobile boutique began its journey at Garnet Hill headquarters in Franconia, NH. The tour ended in New York City. The vibe and aesthetic of the boutique celebrate the Garnet Hill mantra: Beautiful, Naturally. The showcase of product favorites from the brand’s 40-year history provided a platform for events ranging from wine tastings and farm-to-table brunches to art exhibits. The 880-sq.-ft. shipping container is also a marketing engine that provides a platform for media relations, partnerships, digital amplification, events, insights, consumer engagement, and sales. It’s also the inspiration for Garnet Hill’s new digital content hub, featuring editorial content on topics ranging from home décor to fashion, food, and travel.
Claire Spofford, president of Garnet Hill, notes that the mobile boutique is part of a strategy to establish retail experiences that complement the company’s direct marketing operations. That strategy began with the launch of the first Garnet Hill retail store in Bridgehampton, New York.
“This next step with the Garnet Hill mobile boutique represents a creative twist on retail,” Spofford says. “It’s surprising and retail-focused, but also a wonderfully non-traditional branding platform that gets Garnet Hill out into the world where we can listen to our customer and connect in her own backyard. The need for a tactile experience, and consumer desire for unique shopping experiences, are the driving force behind this mobile boutique.”