Another retailer is getting into the coworking game.
A well-funded startup that wants to help online brands break into brick-and-mortar retail-Showfields-opened up a free coworking space on the top of its Noho building today, the company announced.
The 1,000-square-foot space on the fourth floor of 11 Bond Street between Lafayette Street and Broadway will be open Monday through Thursday from 11 a.m. to 4 p.m. to offer free WiFi and a place to work to anybody who signs up for Showfields’ newsletter.
Showfields’ won’t be the first retailer trying to give coworking a try.
In August 2018, mall owner Macerich partnered with coworking provider Industrious to open locations in Macerich’s shopping centers.
Nathanel contends that the decision to add coworking to Showfields isn’t about trying to get more shoppers into the 14,000-square-foot store but an effort to build a community inside, which he said will be critical “To the next phase of retail.”
Showfields signed a lease last year to take over the entire four-story 11 Bond Street building and it’s filled the space with multiple new brands-like electric toothbrush maker Quip-who operate pop-up retail space, according to the company.