In partnership with
mornin’ merry makers 👗🛍️🎁🥐📱
every year around this time, the internet tries to convince us that the only shopping worth doing is happening inside a browser tab.
i’d like to remind you that black friday started in stores.
a post-thanksgiving, “let’s move this inventory,” high-traffic shopping day in the 1950s and 60s where retailers relied on crowds, not carts, to hit their numbers.
then came cyber monday, a 2005 marketing invention designed to get people shopping online once they’d returned to their office computers.
and now
we’re in the era of the black-friday-cyber-monday-two-week-holiday-shopping-festival where everything is on sale everywhere and the urgency is very much manufactured.
the most interesting moves in retail right now are happening offline.
in today’s letter, you'll scoll:
→ a tiktok-famous grocery turning tribeca into its personal pantry
→ a downtown cult-classic reopening to restore soho’s preppy chaos
→ a tech titan making aventura its first florida home
→ a spanish menswear label choosing miami for its u.s. debut
→ a european teenwear brand landing in long island
meadow lane
what: tiktok-viral gourmet grocery turned lifestyle destination
when: november 14, 2025
where: tribeca, ny, ny
address: 355 greenwich st, new york, ny 10013
neighbors: terroir, tamarind, &locanda verde
why it matters:
founded by sammy nussdorf, the heir to a billionaire ny family that turned virality intro into genuine demand for a sensory, curated, “grocery-but-make-it-beauty-retail” experience.
already being called the “erewhon of new york” the store reframes everyday items as lifestyle objects almost giving a self-care feel
opening in tribeca signals they’re designing for loyal neighborhood shoppers, not tourist foot traffic, and claiming a premium spot by other luxury food icons.
rowing blazers
what: prep-streetwear hybrid returning with a full flagship
when: november 13, 2025
where: nolita, ny, nyc
address: 262 elizabeth street, ny, ny 10012
neighbors: boy smells, tacombi, love adorned, & alohas
why it matters:
founded in 2017 by jack carlson, the brand built its following on irreverent prep, high-low collabs, and cultural satire. nolita is the perfect neighborhood match with it being creative, charming, and slightly chaotic in the best way.
their most viral moments came from the princess diana sweater revival, the “i’m a luxury” knits, the paddington bear collabs, and more.
rowing blazers has a long history of pop-ups from soho to london and past flagships on rivington. this new footprint signals a renewed long-term commitment to physical retail.
google store
what: hands-on pixel, nest, fitbit, workshops, demos, and full ecosystem immersion
when: november 7, 2025
where: aventura mall upper level, miami, fl
neighbors: bloomingdale’s, restoration hardware, & anthropologie
why it matters:
google’s retail concept, launched in 2021 in chelsea (near their corporate offices) and has since grown to 8 locations including williamsburg, mountain view, newbury st, oakbrook, santa monica, & domain northside.
this is their first florida store & first store in an indoor mall, strategically opened before the holidays. looks like georgetown is coming next…
cool to see the different ways their activating the spaces for the entire family, along with merch like their “iconic basketballs” & ofc all the tech.
silbon
what: spanish menswear brand offering european tailoring and refined quiet luxury
when: november 18, 2025
where: aventura mall lower level, miami, fl
neighbors: nordstrom, massimo dutti, & brooks brothers
why it matters:
founded in 2010 in córdoba, silbon has built a deeply loyal european following and is now entering the u.s. for the first retail store.
menswear brands rarely expand without long-term intent, so choosing a major mall for their first u.s. location is a commitment to the long game.
ill admit i dont know much about menswear, but looks like the brand’s positioned to fill a gap in the american market for accessible european menswear. their direct neighbor is massimo dutti who is more luxury, but interestingly enough owned by the same group as zara.
subdued
what: italian teen-fashion staple known for european basics and soft silhouettes
when: november 25, 2025
where: roosevelt field, garden city, ny
neighbors: dick’s sporting goods, lego, garage, & alo
why it matters:
founded in 1994, subdued has been the unofficial uniform of european teens for decades, operating 130 stores across italy, europe, & asia.
coming to the u.s. with a 1st store in roosevelt field (not soho, not the west village) is a strategic recognition that american teens still shop in malls.
also simon is clearly working hard on the tenant mix here for teens. i’ve discovered so many new teen brands that are opening here first. which i love to see because my teenager days in the mall were some of my favorites!
until next time on the retail merry-go-round 🎠
p.s. as an avid fitness girlie, i love seeing all these instructors start their own businesses online. this could be you too 💪
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