The Future of Bricks and Mortar in Licensing: Why Experience Still Matters
In a world where almost anything can be bought online, physical retail is no longer just about selling. For licensed brands, it’s now a powerful way to show up in the real world, and give audiences something they’ll remember.
Audiences want more than shelves
Today’s fans don’t just want products. They want to feel part of something. Whether it’s a pop-up cafe inspired by Lilo & Stitch or a life-sized replica of a film set, physical spaces give people a chance to step into the worlds they love.
Bricks and mortar is becoming a stage, not a store.
Accessed via https://www.primark.com/en-gb/a/inspiration/primark-cafes/primark-cafe-with-disneys-stitch
What licensed brands can do differently
Too often, retail is treated as an afterthought. But for licensing, it’s a moment to make the brand real. To bring fans closer. And to create shareable, emotional experiences that last far beyond the visit.
That doesn’t mean it has to be big-budget or permanent. A small, well-designed space with the right story can be just as powerful.
And one thing that’s standing out? Localisation.
Another example from Primark is the NFL licensing range. Each US store offers a tailored experience, stocking local team gear and designing displays that speak directly to fans in that city. It’s not a one-size-fits-all model. It’s about relevance. About making people feel seen.
What to think about
If you’re developing a physical presence for your licensed brand, here are things to consider:
- What will surprise your audience? Give them something they haven’t seen before, something they’ll want to tell others about.
- How can the space reflect your story? From colour and layout to sound and scent, every detail should connect with your brand’s world.
- What will people feel? Think beyond function. Make room for joy, nostalgia, curiosity, or wonder.
- Can you make it local? A space that feels made for me always lands better than one made for everyone.
A place to connect
In licensing, physical spaces aren’t going away; they’re evolving. Done well, they become more than just places to shop. They’re places to connect, to experience, and to remember.
And that’s where the brand truly comes to life.