The business of building a brand

When it comes to synergies and partnerships, the connection between Alex Rodriguez and Dylan Lauren is a bit more familial.

Rodriguez, a Major League Baseball star as well as CEO and chairman of the A-Rod Corp investment firm, shared the stage with Lauren, founder and CEO, Dylan’s Candy Bar, for a keynote session at NRF 2025: Retail’s Big Show. He spoke of Lauren’s father, fashion icon Ralph Lauren, as a longtime fan and supporter of the New York Yankees, throwing out the first pitch. But he also mentioned creating “incredible memories” in the candy shop with his own two daughters after games. Even though Rodriguez’s girls are now a sophomore in college and junior in high school, he said, “to this day, they talk about that all the time.”

The session, moderated by Martine Reardon, executive vice president, content and retail strategy, National Retail Federation, explored collaborations and partnerships, the idea of “selling happiness” and the importance of going “narrow and deep” by focusing on two or three big ideas rather than getting scattered.

“Our mission is, and always has been, to merge fashion, art and pop culture with candy to ignite the creative spirit and inner child in everyone that visits,” Lauren said. “I wrote that brand statement literally before I started the company.” She knew what she wanted, and she stuck with it. This has allowed for numerous collaborations with like-minded brands, and the ability to appeal to vastly different audiences. The list includes Hanky Panky, Havaianas flip-flops, Barbie, LeSportsac and more.

But she also has focused on creating an authentic brand experience in the stores.

Alex Rodriguez, CEO and chairman of the A-Rod Corp investment firm, speaks at NRF 2025.

“I don’t really shop online,” Lauren said. “I like to go into a store. I like to experience it. I feel like that is really important. It’s hard to translate it online.” Ecommerce is great in terms of reaching audiences that aren’t near physical stores, she said, but it’s also important to have a place people can go. Dylan’s Candy Bar isn’t really about candy or dessert, the way she sees it: It’s about being together, with people of different generations, perhaps talking about their nostalgic favorites.

Rodriguez, who played professional baseball for roughly 25 years, including more than 10 years with the Yankees, said he sees the Dylan’s Candy Bar experience as happy, safe, kind and memorable. “Those are great combinations when it comes to retail,” he said.

Inspirational ones, too. In addition to more than $5 billion in real estate investments, Rodriguez helms VCP Ventures with business partner Marc Lore. The VCP Ventures portfolio includes Bandit, an athletic apparel company founded by members of the New York City running community in late 2020.

Brothers Tim and Nick West approached VCP Ventures after identifying a unique space in the “enormous” running community of New York, Rodriguez said. “It’s an experience. It’s beautiful. We have lines around the corner on the weekends. It’s a destination. It’s really more than a brand. It’s really about the community of running. When you have that Bandit, you just feel a little faster, you feel a little bit more special. So far, so good for that partnership.”