Experiential Retail Gains Traction with Gen Z, Brands Like Marine Layer and Abbode Lead the Way
As digital fatigue sets in among younger generations, a shift is occurring in consumer behavior. Gen Z is increasingly seeking in-person shopping experiences that offer more than just transactions—they want engagement, personalization, and shareable moments. This trend, known as experiential retail, is being embraced by brands like Marine Layer and Abbode, who are finding success by blending physical retail with memorable interactions.
The Rise of Experiential Retail
For years, businesses focused heavily on digital growth. Still, recent research indicates a growing preference for in-store shopping among Gen Z. According to a survey by financial technology platform Adyen, over 70% of 18 to 27-year-olds shop in stores at least once a week, compared to 65% of Baby Boomers. 57% of Gen Z views in-person shopping as an experience, significantly higher than the 35% of Baby Boomers who share that sentiment.1
Experiential retail aims to create a memorable and “Instagrammable” spin on traditional shopping. This often involves customizable options like embroidery or engraving within an immersive and aesthetically pleasing environment. It caters to the desire for real-life experiences while simultaneously providing content suitable for social media sharing.
Marine Layer’s Strategy: Customization and Pop-Ups
San Francisco-based apparel brand Marine Layer, founded in 2009, has successfully integrated experiential retail into its business model. The company, which generates $200 million in annual revenue and operates over 50 stores across the U.S., launched experiential pop-ups in October 2025 to offer customers personalized products.1
These pop-ups, “The Custom Club” in San Francisco and “The Patch Bar” in New York City, featured a curated selection of items available for personalization with embroidery and patches. “The Custom Club” embraced a Californian aesthetic, while “The Patch Bar” was designed as a reimagined 1930s speakeasy with a 1970s vibe.1
The response was overwhelmingly positive, with both locations experiencing high demand and significant social media traction. Sales were so strong that the pop-ups were extended into early 2026, prompting Marine Layer to explore incorporating the concept into other stores.
Abbode: Customization as a Brand Builder
New York City-based embroidery shop Abbode, founded by Abigail Price, demonstrates how experiential retail can be a catalyst for brand growth. Price initially opened a home decor store in 2021, and after purchasing an embroidery machine in 2022, began offering complimentary embroidery with purchases in March 2023. This initiative quickly gained viral attention on TikTok.1
Abbode closed out 2025 with $4 million in annual sales and has since partnered with major brands like Charlotte Tilbury, Ritz Carlton, and L.L. Bean for collaborations and pop-up events.1
The Appeal of Tactile Experiences
Price notes that consumers are drawn to tactile experiences that cannot be replicated by artificial intelligence. Personalization taps into a sense of nostalgia and allows individuals to differentiate themselves in a market saturated with trends and fast fashion.
Looking Ahead
As Gen Z continues to prioritize experiences over possessions, experiential retail is poised for further growth. Brands that can successfully blend in-person interactions with personalized offerings and shareable aesthetics will be well-positioned to capture the attention—and loyalty—of this influential consumer demographic. The challenge, as Abbode’s Price points out, lies in scaling customization while maintaining quality and complexity.
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