Michelin to test retail shop offering its branded merchandise

Jan. 1, 2020

Michelin North America is taking its ShopMichelin-brand merchandising concept from the Internet to the mall. In late July, the company will open a retail location ? called ShopMichelin ? inside the Westgate Mall in Spartanburg, S.C. Shoppers will be

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Michelin North America is taking its ShopMichelin-brand merchandising concept from the Internet to the mall. In late July, the company will open a retail location — called ShopMichelin – inside the Westgate Mall in Spartanburg, S.C. Shoppers will be able to find much of the same branded merchandise found at www.shopmichelin.com.

“As Michelin has ramped up our merchandising effort over the last year, we are finding consumers open to interacting with the Michelin brand in this way,” says Jeff Jacobs, director of brand identity merchandise. “From Michelin on Main to shopmichelin.com, the brand is engaging consumers in ways we haven’t been able to before, and we are eager to see the effort continue in another initiative in Spartanburg.”

Michelin has partnered again with Neal Prince Architects to design the retail space. Neal Prince designed Michelin on Main, the company’s first-ever retail location in downtown Greenville, S.C.

“The vision for Michelin on Main was to serve as a unique retail destination in downtown Greenville, where consumers experience the Michelin brand through merchandise, events, other interactive elements – it’s a multi-faceted experience,” says Jacobs. “With ShopMichelin at Westgate, our goal is to enable a new group of consumers to interact with our brand in a retail-focused environment.”

Michelin’s retail merchandising operations launched in Oct. 2007 with the opening of the Greenville Michelin on Main and shopmichelin.com, the company’s online merchandising site.

For more information, visit www.michelin-us.com.