Guesst Builds a Home for Brands at The Westchester

Guessthouse, the first branded marketplace to be launched by technology platform Guesst, has opened at Simon Properties’ The Westchester in White Plains, N.Y. The 3,200-square-foot space packs an interesting punch. Unlike some holiday cooperatives that feature local artisans or up-and-coming designers, Guessthouse has gathered direct-to-consumer brands with strong followings. Some are sold at major department stores, and many operate their own brick-and-mortar locations. Faherty, Weldon and Rhone, which opened a store at Hudson Yards; Robert Graham and Jared Lang men’s wear, available at Neiman Marcus and Nordstrom; jewelry by Freida Rothman, sold at Bloomingdale’s and select Nordstrom units; Mandarina Duck handbags and luggage, and women’s nautical styles from Saint James, among others, are part of the lineup. “They all have a story and a context and a perspective,” said Jay Norris, Guesst cofounder and chief executive officer. “I believe in cultural currency and getting close the ground. The DTC brands are culturally current. You have to find out who they are by dealing with members of Gen Z and Millennials. I actually brought on ambassadors between the ages of 18 and 25 and they’ve helped to uncover them.” Guesst’s technology powers retail by connecting and streamlining partnerships between retailers, landlords and brands. The

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