[STEP BY STEP] The New Community Store: Inside Brick-and-Mortar's Evolution

Aug 12, 2025

Mindy Massey, Global Executive Director of Stores at Anthropologie, shares her vision of transforming brick-and-mortar retail into community hubs. With 26 years at the brand, she explains how Anthropologie amplifies authentic relationships rather than just metrics. Mindy discusses empowering over 10,000 employees as community curators and the importance of localized creativity within brand guidelines. She emphasizes that genuine connections drive success, reshaping retail expectations for younger generations in the process.

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INSIGHT

Amplification, Not Reinvention

Phillip Jackson says change was amplification of 33 years of genuine relationship-building.
They layered tools and tech to strengthen service without losing authenticity.

ANECDOTE

Store As First Stop In New City

Phillip Jackson recounts a customer who visited Anthropologie after moving to Charleston to feel at home.
He frames stores as social anchors that help customers reconnect in new places.

ADVICE

Wide Lanes, Clear Guardrails

Phillip Jackson empowers store teams with clear guardrails and broad autonomy.
Local teams run events, choose charity partners, and tailor assortments for their communities.

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After 33 years of redefining retail, Anthropologie has mastered creating stores that serve communities rather than just selling to them. Mindy Massey, who oversees stores across North America and the UK after 26 years with the brand, reveals how they've shifted from conversion to connection—empowering 10,000+ employees as community curators while maintaining authentic relationships at scale. Her insights offer a masterclass in why this approach matters more than ever as younger generations reshape retail expectations.

The Multi-Gen Effect

Key takeaways:

Amplification over transformation: Anthropologie didn't reinvent their service strategy—they amplified 33 years of authentic relationship-building with better tools and deeper community integration. "I would say more than transformation. It's been like amplification... Our service strategy has always been built on a foundation of genuine connection." - Mindy [02:52]
Wide lanes, strong guardrails: Success requires high accountability and clear brand standards while giving local teams wide creative latitude to serve their specific communities. "We do provide guardrails. But the lanes are kind of wide open for a localized approach." - Mindy [06:41]
Authenticity drives KPIs, not vice versa: The brand prioritizes genuine relationships over metrics, trusting that real connections naturally generate better business outcomes. "The authenticity of the relationships is what drives the KPIs versus the KPIs driving the relationships." - Mindy [09:26]
Ordinary to extraordinary: Every element of the operation embraces the philosophy of transforming simple materials into unexpected beauty. "So much of our heritage is steeped in making the ordinary extraordinary. You find something really simple and you make it super innovative." - Mindy [13:36]

In-Show Mentions:

Tricia Smith (CEO, Anthropologie)
Rockefeller Center store holiday display

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