CEO Andrew Deitchman says his small but sleek brick-and-mortar stores cater to Millennials by offering a healthier variety of commuter-comfort snacks, like Bark Thins and Pocky sticks. Its other shelves sell natural beauty products alongside a playful assortment of items like Taylor headphones, Instax Mini 8 refills and Mr. T greeting cards. The store's look and feel resemble displays from Sephora and Urban Outfitters more than those at a neighborhood bodega.
After launching in 2015 with its first location in Union Square, New Stand followed up with locations in Brookfield Place and Columbus Circle. The company has just announced plans to roll out 20 more stores this year, all aboard a fleet of new citywide ferries that will connect Brooklyn, Queens and the Bronx. Deitchman says that after the ferry rollout, airport locations will likely be in the cards for 2018.
Deitchman says he's aware that New Stand is treading on familiar turf. “On some level, starting a media company...not the smartest idea; starting a retail company…not the smartest idea,” Deitchman says. “But what we found is how both these two things can come together and blend from a revenue-based perspective as well as an experiential-based perspective.”
When it comes to user experience, he says his team is constantly thinking of new ways to interact with their users in the store through careful curation and design. Deitchman's cofounders — Lex Kendall, David Carson and George Alan — mostly hail from backgrounds in art, fashion and design. They're also relying on their app's UX, which will also allow NYC ferry-riders to validate their monthly pass for redeemable points at New Stand stores.
