As of the end of 2018, URW had opened 58 stores of digitally native brands such as Amazon Books, Peloton, Bonobos, and Warby Parker.
As these popular brands have limited stores in the US, they help to drive traffic to that mall.
"What we are seeing is that everyone needs omnichannel," he said.
This means that not only do brick-and-mortar retailers need to be online, but that online-only brands need to also have a physical presence.
URW looks at the social buzz around these brands to determine whether they have enough brand awareness for brick-and-mortar stores to be successful.