Breaking the Box: Why Retail’s Future May Belong to the Experience Makers

Photo Courtesy of HOSPITALITY ON and their article titled, "Is Lush ready to enter the UK hospitality market?"

Retail isn’t dying. It’s just stepping out of the box. And the most exciting players aren’t who you think they are.

Sure, we watch the usual suspects — the big-box retailers, department stores, and e-commerce giants — waiting to see how they’ll evolve in a world where experience is everything. But maybe we’re watching the wrong players.

Because while many traditional retailers are busy renovating stores and retrofitting “experiential moments” into their operations… brands like Lush are quietly expanding their universe in ways that feel bold, authentic, and inevitable.

A recent article caught my eye during my weekend reading: Lush, long known for its sensory-driven retail stores and cult-like community, is exploring expansion into the UK hospitality space — building on its existing spa operations and leaning into wellness and lifestyle experiences that go far beyond the traditional retail footprint.

And honestly? It makes perfect sense.

The new PALATE by LRC (and try the Cauliflower & Cashew soup!)

Breaking the Box Isn’t Just for Big Brands

It reminded me of a recent experience while I was in Dallas — one that felt like a masterclass in what it really means to break the box in retail.

I had the chance to visit the latest venture from a former colleague and good friend — Lekka Retail. On the surface, it’s a wonderfully curated shop of household and home décor items, with its own unique sense of flair and storytelling. But what made the experience memorable wasn’t just the merchandise.

It was what happened when I walked through the pass-through.

On the other side? Palate by LRC — an intimate, vibrant restaurant where the cauliflower and cashew soup is to die for (and comes with a side of the soups you didn’t order, just to sample). But it wasn’t just a shop connected to a restaurant. It was seamless. Natural. Like these two spaces were always meant to co-exist.

Retail and dining weren’t separate ideas. They were part of the same experience.

That’s what breaking the box looks like.

This is where I wish my photography skills could capture the magic of this shop.

Experience Rooted in Purpose, Not Performance

What struck me about that visit — both at Lekka and at Palate — was how effortless it all felt. Nothing about the experience felt forced. Nothing screamed “strategy deck.” It didn’t feel like retail trying to be a restaurant. Or a restaurant trying to dabble in retail.

It simply was.

And that’s the bigger point.

As more brands talk about creating experiential spaces, too often the approach feels like something bolted on — an afterthought added to a business model that hasn’t fundamentally changed.

But the brands that will thrive in this new era — whether it’s a global name like Lush expanding into spas and hospitality, or a local gem like Lekka seamlessly blending retail and dining — understand that experience isn’t a department. It’s not a line item. It’s the very foundation of how they show up.

Experience, when done right, isn’t about adding something new.

It’s about revealing who you’ve been all along.

That same idea — that experience has to be lived, not layered on — plays out in ways big and small.

In my own world, I’ve seen it firsthand.

In a global operation that runs 24/7, across time zones and continents, we have two internal channels for our teams in the field — one focused on operational updates, and one dedicated to moments of connection.

Over the past two weeks alone, that second thread has been flooded with photos and stories: of homecomings, celebrations for the Month of the Military Child, Easter Egg hunts, and associates marking 79 years of serving the US Navy and military community — alongside our patrons, teams, and families.

Is there strategy behind it? Absolutely.

But it’s strategy rooted in mission. In humanity. In the understanding that real experience doesn’t start in a store layout or a marketing plan — it starts in the hearts and actions of the people closest to the customer.

That’s the kind of experience you can’t fake. You can’t bolt it on. And it certainly doesn’t happen overnight.

Stepping Out of the Box: Where Retail, Lifestyle & Hospitality Blur

This is what makes Lush’s move so compelling.

They aren’t chasing experience because it’s trendy. They’re expanding into hospitality because it’s a natural extension of who they’ve always been — sensory, immersive, values-driven, and fiercely connected to their community.

In a market where the lines between retail, lifestyle, and hospitality are increasingly blurred, Lush’s foray into spas, ethical dining, and wellness spaces isn’t a pivot. It’s permission to go deeper.

They’ve already built trust through products that feel good, smell good, and do good. Moving that connection into how people relax, recharge, and care for themselves? That’s not stepping outside of their brand — that’s stepping fully into it.

And they’re not alone.

Look closely and you’ll see other examples everywhere:

• RH turning showrooms into design-forward restaurants, wine bars, and hotels.

• Soho House creating private member experiences that blend workspace, hospitality, and community.

• Even Starbucks exploring high-end Reserve Roasteries that feel less like coffee shops and more like immersive culinary experiences.

  
  

The pattern is clear.

The future of retail isn’t about fixing the box.

It’s about breaking it — or better yet, building something entirely new around the customer.

Look Beyond the Box. Look for the Experience Makers.

Sometimes that looks like a global brand like Lush stepping into wellness and hospitality. Sometimes it’s a local concept like Lekka and Palate, where dining and discovery flow effortlessly together. And sometimes, it’s as simple — and as powerful — as a photo shared by an associate, celebrating a moment that matters to their community.

Because sometimes in retail, solving for the need — or discovering the want — is as much, if not more, about the experience than the actual product itself.

...have I mentioned in a while that the opinions posted in these articles are mine personally? Now seems like a good time to mention it just in case. Have an opinion on my opinion? Let me know!