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# Online-Exclusive Product Shops
Westfield London's byCircus Shares Online Beauty & Wellness Brands

By Laura McQuarrie | Published 2019-12-10 | Business
Source: Trend Hunter, https://www.trendhunter.com/trends/bycircus
References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Westfield_London_gives_shelf_space_to_online_beauty_brands_with_byCircus_launch/160585) & [uk.westfield](https://uk.westfield.com/london/stores/all-stores/bycircus/73070)

[Westfield London](https://www.trendhunter.com/trends/skkn-by-kim-1) is introducing a new retail concept called byCircus that creates in-store shelf space for products from beauty and wellness brands that can only be found online. According to a byCircus representative, "byCircus was founded to bring back the curiosity and excitement around bricks-and-mortar store experiences, creating spaces where shoppers can truly experience brands and products in a unique way."

The in-store space will be open until December 31st, decked out with hanging clouds, falling ribbons and light sculptures, providing an imaginative setting for people to purchase [creative holiday gifts](https://www.trendhunter.com/trends/beauty-pie-holiday-party). Within the brick-and-mortar concept, Westfield London is offering a glimpse at some of the most innovative brands like [True Skincare](https://www.trendhunter.com/trends/true-classic-1), Only Curls and Funky Soap, and giving people the unique chance to interact with the products.

Image Credit: Westfield London

## Trend Insights (Trend Hunter)

- Score: 4.9/10
- Popularity: 65% | Activity: 73% | Freshness: 9%
- Audience gender: 30% men, 70% women
- Primary generations: Millennial
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail)

## Key Themes

### What Makes This Trend Stand Out

- **Online-exclusive Product Shops:** By creating physical spaces for online-exclusive brands, retailers can bring back the excitement of in-store shopping experiences.
- **Curated In-store Experiences:** Offering a unique and imaginative setting for shoppers to explore innovative products can enhance their overall retail experience.
- **Integration of Online and Offline Retail:** Blending online and offline retail by showcasing online-only brands in physical stores can drive customer engagement and sales.

### Sectors Adopting This

- **Retail:** Brick-and-mortar retailers have an opportunity to leverage the popularity of online-exclusive brands to attract more foot traffic and boost sales.
- **Beauty and Wellness:** Online beauty and wellness brands can expand their customer reach and product visibility by participating in curated in-store spaces.
- **E-commerce:** By partnering with physical retailers, online-exclusive brands can tap into the benefits of in-store experiences and reach new customers.

## Related on Trend Hunter

- [Digital Cosmetics Pop-Ups](https://www.trendhunter.com/trends/digital-pop-up.md)
- [Grocer-Inspired Beauty Retail Pop-Ups](https://www.trendhunter.com/trends/benefit-benemart-holiday-concept-shop.md)
- [Interactive Beauty Destinations](https://www.trendhunter.com/trends/superdrug-beauty-playground.md)
- [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md)
- [Virtual Beauty-Focused Stores](https://www.trendhunter.com/trends/world-of-beauty.md)
- [Conscious-Focused Retail Stores](https://www.trendhunter.com/trends/westfield-century-city.md)
- [Immersive Seasonal Beauty Pop-Ups](https://www.trendhunter.com/trends/oriflame-popup.md)
- [Virtual Beauty Speakeasies](https://www.trendhunter.com/trends/virtual-luxe-lounge.md)
- [Multi-Brand Virtual Malls](https://www.trendhunter.com/trends/virtual-mall.md)