Re:Store Brings Digital-first Brands to Flagship on San Francisco’s Maiden Lane

San Francisco-based Millennial entrepreneur Selene Cruz wants to bring Instagram buzz to brick-and-mortar retail. On Thursday, on the same block of Maiden Lane as luxury leaders Hermès and Fendi, and fashion-tech upstarts Warby Parker, Cuyana and Rent the Runway, she will open Re:Store, a new retail concept backed by Sequoia Capital, which also helped finance Glossier, AirBnB and YouTube, among others. The three-story, 4,200-square-foot flagship stocks 70 (mostly) digital-first, (mostly) direct-to-consumer brands across the categories of women’s and men’s fashion, accessories, wellness and home, including the brick-and-mortar debut of influencer designer Lisa Buhler of Lisa Says Gah; feminine hygiene disruptor Thinx underwear; waitlist-generating French clothing brand Sézane; H&M’s indie-minded Other Stories; New York-based handbag label Mansur Gavriel; candle brand Boy Smells; Dirty Lemon detox drinks, Bing Bang jewelry; and Andy Spade’s Sleepy Jones sleepwear. Re:Store’s core mission is to give direct-to-consumer brands turnkey co-working, fulfillment services and storefront space to connect with consumers in real life. To stock the store, Cruz tapped a team of curators including former Refinery 29 fashion director Alyssa Coscarelli and influencer Vivid Wu who looked at variables like Instagram followings (hero brands have more than 600,000 followers) and purpose-driven philosophies. Brands lease space from one to eight months

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