Retailers report growing customer preference for curated in-store experiences over online shopping. Boutique owners across several cities describe rising foot traffic and demand for personal interactions. The shift follows years of store closures and the 2025 bankruptcy of online retailer SSENSE.
Boutique owners cite digital fatigue and a desire for discovery as drivers of the change. Ruby Redstone, co-owner of Mess in New York’s West Village, noted that shoppers seek items unavailable online or on resale platforms. Her store carries about 15 designers and offers no e-commerce.
Gina Esposito of Tangerine in Williamsburg, Brooklyn, pointed to the appeal of touching fabrics and avoiding returns. Bomi Jin, founder of Bomi in SoHo, said the store’s appointment-based entry creates an intimate atmosphere that draws around 700 visitors weekly.
Lori Hirshleifer of the family-run Hirshleifers store on Long Island observed more clients buying for others. Tessa Clark of Idlewild in Cincinnati described the boutique as a “third space” hosting monthly artist events, while Sherri McMullen of McMullen in San Francisco organizes designer talks and styling sessions.