Source: Easy on the Ivy
The real signal here isn’t distribution expansion—it’s that indie/DTC brands are now actively seeking validation through curation within curated retail spaces rather than competing for it, suggesting the “discovery via trusted tastemaker” model has become more efficient for reaching affluent international audiences than paid digital channels. This reflects a fundamental shift where physical placement in culturally-relevant independent boutiques functions as a premium alternative to scaling ads, particularly effective for lifestyle brands targeting European consumers skeptical of direct advertising.