July 2, 2026
Boston Magazine recently published an article featuring Nailya Ordabayeva, Professor of Marketing, on why sneaker brands Hoka and On opened flagship stores on Newbury Street near independent retailers that already carry their products.
The article explains that brand-owned stores allow companies to control merchandising, pricing, and the customer experience while reinforcing their brand identity. On a high-end shopping destination like Newbury Street, Ordabayeva notes that a dedicated storefront also serves as a powerful marketing tool, adding that “visibility in a physical store is one of the greatest ways to create awareness.”
The piece also explores the impact on nearby retailers such as Trend and Marathon Sports, concluding that while flagship stores may create some short-term competition, local real estate experts expect they will ultimately boost foot traffic and strengthen Newbury Street’s retail ecosystem overall.
