Online brands open stores in suburbs to be closer to customers

Long before the pandemic forced the slow-moving giants of retail to fast track their online operations — or risk going out of business — a growing number of direct-to-consumer companies, including Everlane, Burrow and Allbirds, were catering to shoppers who preferred to scroll social media rather than roam their local mall.

Now, as the pandemic moves into its third year, many of those millenial shoppers have traded in city life for the suburbs, where they can work remotely. And as many of those online brands open their first stores or add new ones as in-store shopping returns, they’re meeting their customers where they are — close to home.