Wonder of It All
Chris Burch (Tory’s ex) launched his own retail brand last year in New York. C. Wonder, he says, “offers women a totally unique retail experience” — clothing, accessories, housewares and gadgets merchandised in settings inspired by lifestyle destinations. In collaboration with design firm Pompei A.D., Burch created a floorplan organized around five themed rooms: Palm Springs Modern, Holly-wood Regency, English Townhouse, Vail Cabin and American Dream. C. Wonder uses “fun and energy, passion and music, items and packaging to deliver a luxury feeling and point of view to customers who want to be in a store experience that is luxurious [and] personalized,” Burch says, “and at price points that really excite them and that make them feel good about their purchases.”
C. Wonder, which has an “open door” returns policy, lets shoppers customize the lighting and play their own music in its dressing rooms. Associates serve complimentary snacks and beverages, and mobile POS systems allow customers to check out anywhere in the store. Using RFID technology, “smart” shelves let customers read the back stories of products and receive styling tips.
Each store is “assembled” in China, shipped to the United States in pieces and reassembled on-site. The flagship store in SoHo is 7,200 sq. ft., but mall stores will average approximately 5,200 sq. ft.
Burch says plans are to open about 300 C. Wonder stores globally over the next four to five years.