Retail as a business is hard. Retail bankruptcies continue at a rapid rate, leaving some commentators to predict that the days of traditional retail are numbered.

Despite predictions about the death of brick-and-mortar shops, recent trends are revealing what the future of retail might look like. Gen Z has shown an affinity for brick-and-mortar retail just as the buzz about "experiential retail" as a potential antidote for the ailing brick-and-mortar retail segment grows louder. The outdoor industry, looking to capitalize on the popularity of outdoor apparel and stave off the decline in outdoor specialty retail, is taking notice.

But, what exactly is "experiential retail"? Moreover, does experiential retail mean the same thing for a cosmetics store as a ski shop? And, from a practical and legal perspective, how do you build and operate a new retail experience?

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