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Despite current negativity surrounding the high street, a wave of brands that had previously only existed online are now turning to bricks and mortar stores to connect with their customers on a personal level, providing a unique and tangible experience. This year, eCommerce giant Amazon opened its third UK pop-up store in Scotland, whilst Los Angeles-based womenswear brand Reformation announced it will unveil its first UK store in London.

It is clear the future of bricks and mortar retail is likely to look very different to what it does today. Rather than the large department stores and retail chains we are used to, the high street of the future will be a storefront with minimal square footage, with minimal but customisable products.

Instead of simply offering somewhere for customers to buy products, these shops will provide an interactive and immersive experience where customers can try out products before buying them. The KitchenAid London Experience Store and Showroom is one great example of this. Here, customers can watch free demonstrations and even take part in live cookery classes.

The high street isn’t dying – it’s transforming

It is fair to say the growing success of these established online brands has caused a distinct shift in today’s retail landscape. Where retailers once owned the high street, online brands who are moving into the physical retail arena are now proving more rewarding. By bringing their online presence into a more tangible in-store experience, brands with a niche offering are seeing bigger successes within the high street.

Whilst traditional retailers may continue to struggle, with the likes ofM&S, House of Fraser and John Lewis reporting weaker performance than previous years, the high street still holds huge potential for fast-growing online brands. The high street isn’t dying – it is evolving.