WHY CLUB MONACO IS STEALING TRICKS FROM SCRAPPY STARTUPS.

The 33-year-old brand has 140 stores worldwide. How does it stay relevant amid fierce competition from retail juggernauts and direct-to-consumer brands?

Francis Pierrel, Club Monaco’s CEO, has been tinkering with a little experiment: What if an established brand like Club Monaco remade itself in the image of a fledgling company? “Not so long ago, the better retailer was the one who had as many stores as possible. But customers no longer treat stores like warehouses, where they go to pick up products in their size; they go to stores to hear a brand’s story and to be entertained.”