Inside STORY

The Uncubed Take

Point of view of a Magazine. Changes like a Gallery. Sells things like a Store.


Set in a 2000 square foot store located in Manhattan’s 10th Ave. retail corridor, STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. That means every four to eight weeks, STORY completely reinvents itself -from the design to the merchandise – with the goal of bringing to light a new theme, trend or issue.

So how did it get started? Founded by Rachel Shechtman, a former brand consultant for Kraft, TOMS shoes and Lincoln, the idea was to create a retail concept that would serve as a matchmaker between brands and consumers, integrating strategies of marketing, merchandising, and business development.

In 2011, STORY launched in Beta as a “Startup Store,” spotlighting emerging digital retailers and has gone on to create 41 different concepts including Color, Making Things, Love, and Made in America, working with partners including American Express, Intel, and Target. Constants of its ever-changing model: a view of retail that goes beyond the transaction and a permanent space where the experience is everything and collaboration tells a STORY.

In 2012 STORY kicked off it’s now signature event, Pitch Night – an open call for small business, brands and makers: commerce for the people, by the people! The concept behind Pitch Night is to create access for brands to meet key influencers across media and retail. Panelists have ranged from O Magazine’s Adam Glassman, to GMA’s Tory Johnson to The View’s Whoopi Goldberg. Retail executives who have also joined the lineup include Bloomingdale’s CEO Tony Spring, Neiman Marcus President Jim Gold and Macy’s Chairman and CEO Jeff Gennette.

What comes next…you’ll just have to wait and see.

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VP, STORYtelling

New York, NY USA