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Online beverage brand Dirty Lemon has opened its first physical store in Manhattan, New York.
Launched in 2015, Dirty Lemon offers healthy drinks and initially marketed its products on social media. However, the online company recently decided to tap into a wider market by launching a physical store.
According to Dirty Lemon CEO Zak Normandin, its digital marketing platform no longer appealed to Dirty Lemon’s patrons, who are mostly young women. This is because such marketing tempted these consumers to purchase more things. Therefore, the company decided to build a physical store, which is a more effective way to provide the needs of its customers.
Dirty Lemon’s first physical store is called The Drug Store. Customers who visit the shop can grab their drinks, leave, and text the company to specify the items that they have taken. A customer representative will then charge the items purchased to the customers’ credit cards. Since the store is unmanned, the company equipped it with security features like cameras and trackers to avoid theft and to ensure product and customer safety.
The beverage brand plans to open three new branches in the United States, specifically in Chicago, Miami, and another one in New York by next year. Normandin considers these three cities as the most ideal business locations because of their large millennial population.
The company also hopes to further expand by establishing a cocktail bar behind its New York branch. This bar will allow customers to try out beverage ideas that are not yet available in the market.