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Berso lays the foundation for innovative experiential retail concept

June 27, 2018

Berso is giving birth to a fresh new immersive retail concept designed for tech-savvy new parents.
The modern brand will sell everything for babies, from newborn to 2 years, but it is more than a storefront. Berso offers a highly experiential space that is also designed to serve as a gathering place, with a coffee bar and tables fitted with tablets so visitors can browse the company’s website and shop at their leisure.
The concept is the brainchild of Martin Lamarche and Cynthia Chevalier, who both have deep experience in the child/baby space, from research and development to marketing and fashion with major brands, including Trois Moutons and Gagou Tagou, respectively.
The stores will carry everything baby-related and about 70% of the product assortment is to be Berso-branded, while 30% comprises major brands. The vast lineup includes maternity gear, baby clothing, strollers, furniture, toys, accessories and more.
The concept is designed to meet the needs of Generation Y and Millennials, who expect more from the retail experience. In addition to the café, customers can avail of a number of unique in-store services, from a personal shopping guide to help provide insights and advice on purchases, a stroller testing area, a car on site so they can experiment with car seats, gift-box subscriptions and more.
In keeping with the ethos of its target audience, the brand is high-tech, eco-conscious (its delivery trucks are Teslas) and operates with strong social pillars. Overall, the brand design is fresh and simple with a modern edge, while the stores are laid out like shops-in-shops, with sections defined by their esthetics and catering to different audiences. As well, there are no cash counters and instead transactions are done via iPad.
This is a completely new take on retail and it’s extraordinarily exciting. Think Retail is delighted to partner with Berso on its market entry.
The initial plan is to open five stores in the Province of Quebec in the next three years and then expand nationally. The ideal store footprint is about 15,000 sq. ft. Berso is well positioned to become a major player in the baby and maternity retail space, catering to a high-end market with an experiential hybrid retail experience that marries bricks and mortar, with online shopping. For more, contact the Think Retail team.