Story Turns Five as Rachel Shechtman Reflects on Retail

THE FUTURIST: Who knew turning five could involve so much reflection? But for Story, the New York retail concept shop that’s equal parts store and magazine, a retrospective now up through April 9 takes a look at the past 33 installations and partners which have helped create a space that’s been seen as a key to retail’s future. “In terms of what’s next, I have a passion for thinking about doing things, about reinventing retail and new business models,” said founder and chief executive officer Rachel Shechtman. “I think community and entertainment are two things that need to be a part of the future of retail. So when I think about us growing, it’s how can we take the experience that we had building a community and entertaining and engaging experiences at a local level and make them relevant at a national level?” Those ideas of community and engagement were particularly apt with Shechtman in downtown Los Angeles over the weekend as one of about 50 speakers for Nasty Gal and Girlboss Media founder Sophia Amoruso’s inaugural Girlboss Rally — which was a hybrid conference, networking and Millennial hangout event that drew more than 500 people. That sense of community is certainly being tested in

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