Need Supply Pop-Up Shop

NEED S U P P LY C O .

POP - UP SHOP

P R O J E C T BY : B R I T T A N Y G I L B E R T

Mission and Vision Meet the Maker S eries Need S upply C o. Over view E-Commerce Success N e e d S u p p l y C o . Ta r g e t C u s t o m e r Products and S er vic es The Pop-Up Shop Goals and Objectives Location & Shop E xperienc e AB J GLASSWORKS & Product Mi x NEED + LEIF C ollaboration & Product Mi x Meet The Maker Event Marketing Strategy

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T H E NE E D S UPPLY C O . PO P-U P S HO P THE MISSION

THE VISION

The Need Supply Co. Necessary Objects pop-up shop will introduce customers to a curated selection of unique home goods that they’ve never even knew they wanted but must have. A customized shipping container will house merchandise that reflect the brand’s DNA, the container will be placed adjacent to the Dumbo, Brooklyn Park. The shop will also carry selected pieces from our editors including clothing and accessories. The pop-up shop will host daily events throughout the month, including two “Meet the Maker” special events where our clients can meet and greet the designers .

At Need Supply, we believe in creating a unique retail experience, both in store and online. We believe in connecting our guests with the designers they admire. We believe in great ideas, and doing things a little bit differently. We know that a well designed product can have a very real and tangible effect on our everyday lives.

Need Supply’s Meet the Maker series celebrates the people behind the brands, and encourages an interest in and understanding of the care and attention to detail that goes into the products that they carry. The event is held at the store and a designer or brand director comes for a talk, product launch and party. What is unique about this series is that our customers will be able to meet the people behind the brand.

Customers get the opportunity to talk with the makers, learn about what inspires their work, the effort that goes into their products and are given the opportunity to share stories with members of the Need Supply community. The series goes beyond the product and creates an experience that exceeds the customers experience in the best way possible.

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W H AT I S T H E N E E D S U P P LY C O Need Supply Co. is a clothing and lifestyle retailer based in Richmond, VA with an extraordinary e-commerce site. Known for their carefully curated mix of well-known brands and up-and-coming independent designers from the US and abroad, Need Supply has gone from small-town shop to a major online retail destination.

The company was founded in 1996 by Chris Bossola as Blues Clothing, a small store selling unique vintage pieces. The name changed to Need Supply in 1999 to reflect the company’s shift to more trendy clothing and accessories. In 2008, Need Supply launched their e-commerce site with the help of Creative Director, Gabriel Ricioppo, and they have been shipping worldwide ever since.

C O M P A N Y OV E R V I E W Need Supply is an internationally-known company despite having only one brick and mortar location. The business was No. 723 on the 2013 Inc. 5000 list of the nation’s fastest-growing businesses, with 2012 revenue of $3.9 million.

The business is now closing in on 40 employees. Their rapid growth has been fueled by their strong point of view and a deep understanding of their customer. Need Supply has more customers now in Europe, New York and Asia than they do in Richmond, but they strongly believe that Richmond is part of the brand DNA. After years of focusing heavily on building Need Supply’s online store, Chris Bossola said he would like to explore locations for new brick and mortar stores in other cities, he also wants to design Need’s own clothing line.

E-COMMERCE Bossola attributes the store’s success to a strong mix in a broad price range. “A guy can come in and spend $500 on a blazer, but he can also find something for $100. Our sales staff is very friendly and accessible as well.” Their buying strategy (which he does with his business partner and creative director Gabriel Ricioppo, and men’s buyer Chris Green) is heavily focused on the edit. “Our mix is unique because we carry classic contemporary and streetwear brands. We spend a lot of time in the market taking tons of notes and pictures. The real work is done when we get back and throw everything on the conference room table to figure out what’s going to make the cut. It’s important to have a point of view.

Especially with the internet today, so many of the bigger guys carry everything, but I think that waters things down.”

GQ Magazine named Need Supply “The Best E-Commerce on the Web,” as well as one of the “25 Best Men’s Stores in America,” and a “menswear blogger’s wet dream.”

Lucky magazine named Need Supply a “Favorite Store” in the country in its 100 Perfect Outfits special edition.

Nylon magazine named Need Supply “one of the 100 best denim stores in the world.”

Nylon magazine named Need Supply “one of the 100 best denim stores in the world.”

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T H E N E E D S U P P LY C O . C U S T O M E R Need Supply charms customers ages 18 to 35 who are attracted to smaller up-and-coming designers who aren’t overly distributed. Their customer is interested in a rewarding experience and authentic products, and they are motivated by self-expression. Their purchases reflect cultivated tastes for well made, niche products and services. Image is important to the Need Supply customer, not as evidence of their status or power but as an expression of their taste, independence and personality. Their possessions and recreation reflect a cultivated taste for the finer things in life.

WE WORK HERE AND WE SHOP HERE

Gabriel Ricioppo Creative Director

Krystle Kemp Fashion Director

Ryan Towns Men’s Buyer

Olivia Connors Operational Merchandising Assistant

Need Supply Co is the source of beautifully designed and considerately curated fashion and objects. We represent designers and artists whom we believe to have an independent and thoughtful sense of beauty. We believe the fashion, art and objects a person chooses for their life are a reflection of values and perspective.

We hope to provide a unique point of view that attracts those of a similar mind.

Marleigh Culver Jr. Designer/Production Artist

Will Godwin Photographer

Molly Szkotak Public Relations and Social Media Manager

Kiersyn Cocke Marketing & PR Assistant

CUSTOMER PROFILE NAME: Olivia AGE: 25 EDUCATION: BFA in Art Education from VCU OCCUPATION: Elementary Art Teacher INCOME: $55,000 LIVES IN: New York City VALS Segment: Innovator HOBBIES: Traveling, discovering new artists, catching up with friends at the local coffeehouse FAVORITE WARDROBE PEICE: A.P.C. Jeans ALWAYS SHOPPING FOR: Distinctive pieces with a great story that I can share with friends FAVORITE STORES: Vintage, Anthropologie, ZARA USES NEED THROUGH: I constantly am shopping their online store for new updates since they sell out quickly. I follow Need Supply on Instagram, Tumblr and I check the blog a few times a week.

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PRODUCTS AND SERVICES Need Supply Co. sells pieces from independent designers all over the world despite residing off fashion’s beaten path in Richmond, Virginia. The incredibly successful e-commerce site allows the retailer to carry these lesser known brands. The higher end portion of its inventory hails from Copenhagen (Wood Wood and Just Female), Berlin (Reality Studio), Paris (A.P.C.), Los Angeles (Collina Strada), New York (Assembly New York), and Kansas City (Baldwin Denim), among many other sources.

B LO G . N E E D S U P P LY .C O M

The Need Supply blog ties back with the culture created from within the company.

Need Supply strongly believes in sharing what the cusomer will find interesting. They feel that if they find something and are passionate about it – customer’s will be too.

It’s an emotional side to the brand that keeps customers coming back because Need Supply provides them with a complete lifestyle. The blog includes stories about art, design, clothing, food and drink, fun, industry news, guest interviews, music, products, Richmond, travel, and video among many other things. It is a go to destination for beautiful photographs, great design, and what’s new and exciting.

HUMAN BEING JOURNAL Need Supply switched from traditional catalogs to the biannual print magazine, Human Being Journal. Creative Director, Gabriel Ricioppo, wanted something that told more of the story behind the product. He envisioned something that the customer would want to keep around and display on their coffee table. The journal explores the cross sections of fashion, lifestyle, food, and art. The journal is not an extension of the blog, it is its own creation where editors have curated everything they’re passionate about, including artist profiles, interviews, and editorial shoots.

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Need Supply Co.

Necessary Objects Pop-up shop Featuring ABJ Glassworks & A special collaboration from LEIF & Need Supply Co.

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CURRENT TRENDS For S/S 15 we anticipate a strong trend towards taking the time to think, to rest and disconnect. Fulfillment can be found in taking the time to celebrate with our communities, along with discovering authentic artisans and learning to preserve original ways of working, from craftsmen to jewelry makers. In both our lifestyles and consumer goods, we will seek integrity, honesty and ethically correct methods of working. This trend emphasizes the return to the art of conversation, spending time with family and friends and readjusting to the truly important things in life.

GOALS AND OBJECTIVES Need Supply Co. is intent on opening additional brick and mortar locations within the U.S. The pop-up shop will be set in New York City where we already have an incredibly loyal customer following. We hope to broaden our customer base by introducing the new home goods product category which will include furniture, home accessories, tabletop pieces, and textiles. We hope the inventive pop-up shop will attract more than 5,000 guests over the month of May, and grow our social media following by 10%. Most importantly we aim to give designers a platform to share their products with our guests, encourage conversation, sharing ideas, spending time with family and friends while appreciating the beauty of life and good design.

LO C AT I O N D U M B O - B R O O K LY N A D J AC E N T T O T H E D U M B O B R O O K LY N P A R K

SHOP AMBIANCE - A GALLERY COLLECTION - CLEAN LINES - MINIMAL - N AT U R A L - GR E E N -

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ABJ Glassworks is a small handmade business based in Philadelphia, PA. Working to create whimsical and modern pieces for the home using traditional stained glass techniques, and inspired by the nuances of light throughout the day and the changing of the seasons. Each product is made with concern for the environment, using Eco-friendly techniques, non-toxic flux, and lead-free silver alloy solder, creating pieces for the person who appreciates beauty, functionality and the natural world.

Ashley Bram-Johnson (ABJ) grew up in rural Chester County, Pennsylvania. With degrees in Art History and Anthropology, she moved back to Pennsylvania from England in 2011, where she was studying and managing a door knob business on Portobello Road. She is now living and soldering in the Mt. Airy neighborhood of Philadelphia with her husband and feisty grey tabby.

ABJ glassworks is Ashley Bram-Johnson, she creates handmade pieces that reflect the need to have personal relationships with the products in our home and a understanding of how they were made.

How were you first introduced to your craft, and how did you know this was something you wanted to pursue?

During a high school I took an art class on mixed media, and stained glass was part of the course.

I only made a very simple panel, but I immediately connected with the craft. My regular art teacher encouraged me to focus on stained glass during class, and with that freedom I started to create more threedimensional pieces. That was twelve years ago now.

Describe your creative process from inception to completion.

The kit includes the terrarium and a muslin pouch with pebbles, activated charcoal and a few suggestions for how to get your terrarium started. All terrariums are handmade using glass and a lead-free silver alloy solder.

MEE T THE MAKER EVENT When Ashley arrives at the pop-up shop she will introduce herself guests to her brand, her creative process and her struggles and inspirations as an artist. She will spend time talking with shop guests, sharing ideas over refreshing drinks and farm fresh snacks with ingredients straight from the rooftop garden. There will also be a special D.I.Y. event hosted by Ashley where guests will have to opportunity to put together their own unique terrarium with the expert advice from Ashley.

I find most of my inspiration in the natural world – I grew up in the country and love being outside, going on walks and gardening. Often I have a backlog of ideas, the hardest part is deciding what designs to make first. I keep track of my ideas by sketching them in one of those old black and white school notebooks with notes on suggested dimensions.

Once I decide to add a piece to my line I take some time to make up samples and finalize the size and shape. If it’s a design I’ll be replicating I make sure to note the final dimensions and make patterns to use while cutting. The most fun and most time consuming part of my job is photographing new product for website and promotional materials. I love the process but I am in no way trained in photography so I’m sure it takes me much longer than it needs to.

Has living and working in Philadelphia had an impact on your work?

I LOVE Philadelphia. Really the longer I live here the more I grow to love and appreciate this city. I have met so many wonderful creative people and there really is a camaraderie among the creative community. I feel inspired by my friends’ successes and vice versa.

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LEIF IS: ART LIVING LIGHTING TABLE TOP JEWELRY AC C E S S O R I E S A P OT H E C A R Y PAPER GOODS LEIF was founded in 2011 by Stacy Anne Longenecker and is based out of Brooklyn, New York. Like Need Supply Co, Stacy believes that the smallest thing can inspire and enrich your daily life. Whether it be a crisp new set of thank you notes, a beautiful mug for coffee or tea, stocking your bathroom with scented soap in a pretty glass bottle, or a colorful vase on display in a most frequented room, she seeks out those special items and delivers them to her small customer following.

The LEIF lifestyle: growing indoor citrus trees, matte pastels, a collection of vintage glass bottles that span the colors of the rainbow, old botanical and anatomical prints, Meyer lemon butter on freshly baked scones, various breeds of succulents scattered throughout the home, a garden full of vegetables, a couch filled with colorful pillows, freshly cut flowers on a reclaimed wood kitchen table, idolizing Jean Seberg, slipon sneakers and striped t-shirts on a Saturday.

L E I F A N D N E E D S U P P LY C O . W I L L S E T OUT TO PRESENT THE MOST SPECIAL, B E AU T I F U L T H I N G S T H AT A D D A U N I Q U E T O U C H T O D AY - T O - D AY L I V I N G .

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C OLLABORATI ON WI TH LEIF. TOGE THER, WE BRING YOU T H I S B E AU T I F U L C O L L E C T I O N O F S L E E K F U R N I T U R E , HOME GOODS, TABLE TOP PIEC E S, TEXTILE S, JE WELRY A N D A F E W S P E C I A L S U R P R I S E S . N E E D S U P P LY A N D LIEF SEARCHED FOR THE BEST DESIGNERS AND A R T I S T S T O B R I N G Y O U T H I S C A R E F U L LY C U R AT E D C O L L E C T I O N O F G O O D S T O B R I N G M O R E B E AU T Y T O Y O U R E V E R Y D AY L I F E .

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A N D M A N U A L D E X T E R I T Y , W E A R E D E D I C AT E D T O PRESERVING THE TRADE OF HANDCRAFTED GOODS.

Western Outdoor Pillows, $40 each; Hexagon Ring in Lavender & Gold, $48; Agate Jewelry Box $80; Yellow Warbler Tote $10; Iku Bracelet $30; Wood Pendant $40; Wall Clock - Bone Inlay $65; Basket Weave chair $200; Magazine Rack, $45; Pyramid Bead Plant Hanger $70; Pick Up Sticks Tea Towel $27; Gold Dipped flatware $45 Set of 4; Stripe Salt and Pepper Shaker $15, Color Fest Tea Towel $30, Polka Dot Wooden Utensils $34.

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G U E S T S W I L L B E A B L E T O E N J OY THE BEAUTIFUL PA RK IN BROOKLYN, W E W I L L P R OV I D E L I G H T S U M M E R FARE AND FRESH LEMONADE.

TO INVITE GUESTS TO OUR POPUP SHOP WE WILL SEND OUT AN E - M A I L I N V I T AT I O N T O O U R M O S T LOY A L C U S T O M E R S I N T H E N E W YORK AND SURROUNDING AREAS. WE WILL ALSO BE SENDING O U T I N S T AGR A M A N D T W I T T E R BLASTS WITH SHOP DE TAILS, I N F O R M AT I O N ON E X C LU S I V E D A I LY D E M O S G O I N G O N I N S H O P AS WELL AS DE TAILS ON THE TIME A N D LO C AT I O N .

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N E E D S U P P LY C O .

I S LO O K I N G F O R W A R D T O SEEING YOU M AY 1 T O M AY 3 1 I N B R O O K LY N , N Y AT D U M B O P A R K

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