mornin’ merry makers 🌟 📸 🎹 💃 🏆

today we’re chatting about somethings that’s been living rent-free in my head too long.

how celebrities are taking over retail.

while they don’t pay rent to my thoughts, they're definitely paying rent — lots of it! — as more become retail moguls. i've been thinking about this so much i named it:

celebretail™

(yes, i'm claiming this term 🤩 )

for as long as we've had celebrities, we've had celebrity endorsements. but a fascinating shift happened in the last decade. with social media giving celebs a direct line to their fans, they've realized they don't just have to be the face of a brand.

celebs can BE the brand.

honestly it's a good strategy & even better business.

these celebs already have massive, engaged audiences which means they can basically skip that whole expensive customer acquisition thing that keeps most retail marketers up at night.

plus, we all know that we following people > following brands.

so today i’m showing you the stats, stores, & stars of celebretail™

🎬 celebretail by the numbers

before we dive in... let me geek out on some seriously juicy stats from a summer 2023 trend report by jll, a commercial real estate co:

now let's dish about 14 of the most successful celeb brands that went brick & mortar.

listed in order of brand founding date👇

★ billionaire boys club

pharrell williams' streetwear empire that helped pave the way for celebretail™

★ beats by dre

the headphone brand that turned audio into fashion (& caught apple's eye!)

★ the row

mary-kate & ashley olsen's ultra-luxe minimalist fashion house.

★ goop

gwyneth paltrow's wellness empire that's either enlightening or eye-rolling (depending who you ask)

★ sjp collection

sarah jessica parker's shoe line that sadly couldn't carrie on 🙃

★ golf wang

tyler the creator’s streetwear brand named after a spoonerism of his musical collective Odd Future Wolf Gang Kill Them All (OFWGKTA). if you’re wondering, a spoonerism is where the initial sounds of words are switched. so wolf gang became golf wang…

★ october's very own (ovo)

drake's cozy-cool streetwear that started way up in the 6 as the cool cats say

★ fabletics

kate hudson's athleisure empire with the fastest growing footprint that is also the parent company to lizzo's yitty brand!)

★ draper james

reese witherspoon's southern charm in store form that screams sweet home alabama. named after two of reese's biggest influences, her grandparents — dorothea draper & william james witherspoon.

★ good american

khloe kardashian's size-inclusive denim that's actually good (& cofounded by a brit.)

★ uncommon james

kristin cavallari's jewelry, beauty, & lifestyle brand that's named after her brother & daughter’s middle name & the fact that james is an uncommon name for girls 🫠

★ savage x fenty

rihanna's lingerie line that's making skivvies shine bright like diamonds in all sizes 💎

★ skims

kim kardashian's shapewear that’s broken the internet too many times to count.

★ guest in residence

gigi hadid's cozy cashmere collection where runway meets rest day.

stars sending stores

what's wild is that most of these brands are still in single-digit store counts. but many of their websites are dropping hints about future expansion. (rip sjp collection stores, you're the only one who didn't make it 🪦)

i think this is just the beginning of celebretail™

in fact when i was prepping this edition, i discovered ever more celebs testing the waters with pop-ups right now. from my december pop up round up, you know what that means…

permanent stores are on their vision boards.

be sure to tune in next week to discover which 14 a-listor(e)s who popped up.

p.s. if you're loving these retail roundups (& my new celebretail™ term), there are three ways you can help keep this newsie merrymaking: