How Growing Retailers Can Align Expansion with Today’s Market Trends

From Regional to National: Why Market Trends Matter

For expanding retailers, growth is never just about opening more stores. It’s about making smart, strategic moves that stretch resources while building momentum. Each retail transaction—whether a lease, purchase, or partnership—is a chance to align with market shifts that are redefining how and where consumers shop.

The most successful growing retailers are no longer asking, “Where can we find space?” Instead, they’re asking, “Where can we secure sites that reflect the way customers shop today—and tomorrow?”

Below, we explore four key trends shaping deal-making for retailers on the rise.

1. Right-Sizing with Small-Format Stores

Bigger is no longer better. The era of sprawling, high-cost retail footprints is giving way to nimble, small-format concepts. For emerging retailers, these smaller stores offer lower operating costs, faster speed-to-market, and the ability to test new geographies without overcommitting.

Direct-to-consumer (DTC) brands like Warby Parker and Allbirds built their early brick-and-mortar success on this model, opening compact stores in high-traffic areas before scaling nationally.

Deal implications:

• Negotiate leases that allow scalability as your brand grows.
• Look for co-tenancy opportunities that increase visibility.
• Prioritize flexible footprints that adapt to shifting product mixes.

A well-chosen small-format site can serve as both a test lab and a brand billboard.

2. Building for Hybrid Shopping Experiences

Consumers today want seamless options: buy online, pick up in-store (BOPIS), curbside pickup, and easy returns. For expanding retailers, supporting this hybrid behavior is critical to competing with larger players.

Properties that offer ample parking, efficient back-of-house space, and strong digital infrastructure give mid-sized brands an outsized advantage. Grocers, athletic retailers, and even boutique apparel brands are driving growth by turning stores into both shopping destinations and fulfillment hubs.

Deal implications:

• Assess whether sites support curbside logistics.
• Ensure infrastructure allows for in-store tech integration.
• Favor spaces that can flex between showroom and fulfillment functions.

Every transaction should be evaluated not just for foot traffic, but for omnichannel readiness.

3. Winning in Secondary & Suburban Markets

While national brands often battle for Class A malls and prime downtown real estate, expanding retailers have an opportunity to thrive in secondary and suburban markets.

These areas—fueled by remote work and migration—are seeing rising household incomes and spending power. At the same time, rents are typically lower, and competition less fierce. Lifestyle centers, grocery-anchored plazas, and mixed-use developments are often outperforming traditional mall environments in these regions.

Deal implications:

• Use demographic and migration data to validate trade areas.
• Consider suburban sites that offer long-term growth potential.
• Prioritize visibility and access in communities gaining population.

Secondary markets can be the perfect launchpad for retailers aiming to scale smart.

4. Leveraging Experiential & Community-Oriented Retail

For brands that don’t yet have national name recognition, the best way to build loyalty is by creating memorable experiences. Stores are no longer just transaction points—they’re places to connect with customers and communities.

Expanding retailers are finding success with locations that support events, classes, workshops, or partnerships with local businesses. Think fitness studios offering outdoor sessions, specialty grocers hosting tastings, or boutique apparel stores collaborating with local creators.

Deal implications:

• Look for spaces with flexible layouts or shared common areas.
• Negotiate access to outdoor plazas or community event programming.
• Select properties in mixed-use settings that naturally foster interaction.

The ability to create experiences can set a growing retailer apart from national competitors that feel distant or impersonal.

Putting It All Together

Retail transactions today are about more than square footage—they’re about aligning with consumer behaviors and positioning for scalable growth.

For expanding retailers, the checklist is clear:

• Right-size to test and scale efficiently.
• Support hybrid shopping with tech-ready, logistics-friendly sites.
• Leverage secondary markets where demand and affordability intersect.
• Prioritize experiential opportunities to build loyalty and community.

Each transaction is a chance to reduce risk, accelerate momentum, and position your brand for national success.

Conclusion & Call to Action

Retail is evolving fast, and the brands that grow wisely will be those that match their deals to market realities. If you’re moving from regional to national, aligning transactions with these trends can be the difference between cautious expansion and breakthrough growth.

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