I’ve recently returned from a trip across several major US cities, and it’s clear that retail in America continues to evolve in exciting ways. A standout trend is the strong alignment between wellness and retail – a movement that has gained significant momentum and is now shaping store formats, brand positioning, and customer engagement strategies.
Brands like On Running in New York and Hoka in Miami are redefining the athletic leisurewear category. These brands successfully blend high-performance sportswear with fashion-forward design, tapping into the booming running and active lifestyle trend. They are not just selling apparel; they are promoting a lifestyle.
In the food and beverage space, matcha is taking centre stage. In New York City, minimalist, high-design cafés such as 12 Matcha and Cha Cha Matcha are becoming increasingly popular. It’s not uncommon now to see more people walking around with matcha than coffee – a shift that speaks volumes about changing consumer preferences towards healthier alternatives.
Fitness is also being reimagined. Hotworx in Chicago and Mimi Yoga in Miami are leading examples. Hotworx offers 24/7 infrared fitness pods for self-guided workouts, while Mimi Yoga puts emphasis on hot yoga and sculpt-style classes. The rise of these formats underlines a growing demand for convenience, flexibility, and wellness-led experiences.
Brands like Alo Yoga and Vuori are going even further, creating retail environments that feel more like lifestyle hubs than traditional stores. These brands are fostering communities, offering not just products but spaces that inspire and connect.
Beyond wellness, there is a noticeable shift in how physical retail spaces are being used to drive brand engagement. The Google Store in Miami offers a curated, calm environment centred around brand immersion rather than hard selling. The Nutella Café in Chicago demonstrates how a global FMCG brand can create a flagship experience that feels premium and memorable.
Other standouts include Crumbl, a viral cookie brand with a strong TikTok following and limited edition product drops; Aritzia, which is rapidly expanding with its elevated basics and strong Gen Z appeal; Garage Clothing and Cult Gaia, both offering on-trend fashion with clear identities; and Dolce Vita, a popular name in footwear.
The key takeaway is clear: brands are no longer just selling products. They are creating immersive spaces that reflect their identity, foster loyalty, and offer customers compelling reasons to keep coming back. For those of us in retail leasing, these trends present exciting opportunities to curate tenant mixes that reflect this evolving landscape.
