digital-first brands

Digital-first brands are expanding into physical retail, opening stores after building their businesses online. The shift reflects a broader trend in the retail sector, as e-commerce-native companies seek in-person customer experiences, brand visibility and new revenue channels. Commentators note that physical locations can complement rather than compete with online sales, though costs and real estate risks remain key challenges for these formerly online-only businesses.

The question of whether airport and travel retail still resonates with Gen Z shoppers is being raised in fashion industry commentary. Younger consumers are often described as spending differently when travelling, favouring experiences and digital-first brands over traditional duty-free shopping, leaving retailers in global hubs weighing how to adapt their offer.

Sports Business Journal has published a feature examining how Barstool Sports, once a fringe blog operation, worked its way into mainstream sports media. The piece traces the company's growth from raunchy, internet-native content into a brand that now competes for mainstream audiences, talent and partnerships alongside legacy broadcasters. It highlights the media industry's broader shift toward personality-driven, digital-first sports coverage.