Bonobos, RTR to Discuss Clicks-to-Bricks at AmEx Event

American Express' U.S. Small Merchant Group has partnered with Bonobos, Rent the Runway, and Birchbox to present Online's Day Off, a two-day event that kicks off with a thought-leadership panel on September 18, followed by a one-day shopping event on September 20. The events will showcase innovative ways e-commerce pioneers have parlayed their online success into the physical world and bring new networking opportunities to small merchants.

"Online's Day Off, like many of the other small merchant-focused initiatives supported by American Express, was created to connect our small merchant partners to seasoned entrepreneurs and industry experts who can help them successfully navigate a changing business environment," said Ed Jay, executive vice president, Merchant Services, Americas, American Express. "Most importantly, we want to help small merchants and what better way to do that than to provide resources that enable them to grow their business."

Bonobos, Rent the Runway, and Birchbox established themselves as successful online retailers before bringing their innovation offline. Bonobos' Guideshops let clients shop the brand's latest apparel styles in a personalized environment; at Rent the Runway's stores consumers can enlist stylists to find the right look for upcoming events; and Birchbox opened a physical store where consumers can select from a curated selection of beauty, grooming, and lifestyle products.

"Though we launched as a digital brand, it turns out that having an offline presence has been a successful sales, marketing and service channel, so we're excited to share our insights as part of Online's Day Off," said Andy Dunn, CEO and founder of Bonobos Inc. "We've learned that the future of retail isn't exclusively online or offline, which is why we are further driving the 'clicks to bricks' movement."

Participants of Online's Day Off will share their business insights at a thought leadership conference on Sept. 18 that will explore top fashion, retail and e-commerce trends. The discussion will also cover how these retailers used technology to launch as small merchants and quickly expand into well-known players in the retail category today. The panel, moderated by American Express' Ed Jay, will feature industry leaders:
  • Andy Dunn, CEO and Founder of Bonobos Inc.
  • Jennifer Fleiss, Co-Founder and Head of Business Development of Rent the Runway
  • Katia Beauchamp, Co-Founder and Co-CEO of Birchbox
  • Steve Chien, EVP & GM of Shutl North America
Separately, on September 20, there will be a special shopping event that will allow consumers to experience three emerging, online-only brands – GLAMSQUAD, Mantry and Ringly – in-person. Bonobos, Rent the Runway, and Birchbox will host these online brands in their physical stores. Consumers will be able to shop the latest products and take advantage of special offers and experiences, including limited edition Online's Day Off gift bags with purchase; hair and make-up touch ups at Birchbox; food and beverage tastings at Bonobos; and manicures, cupcakes and champagne at Rent the Runway. Shutl, an eBay company that provides same-hour courier service, will offer same-day delivery of purchases to those who buy in store that day.

Dunn added, "Online's Day Off will provide a platform for smaller online-only brands to test the waters offline in a no-risk environment."

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