Rhode to Retail: Queenie Lo Speaks to Vogue Business on Brand Transition

What happens when a cult DTC brand steps onto the global retail stage?

For Hailey Bieber’s beauty brand Rhode, the launch into SEPHORA signals a bold shift from direct-to-consumer darling to international beauty player.
In her latest feature for Vogue Business, our President of Spatial Design, Queenie Lo, reflects on the challenge for brands like Rhode:

“It’s a shift from celebrity-first to brand-led. And to succeed, Rhode must balance reach with relevance – and retail storytelling will be key.”

How can Rhode translate its cultural capital into a retail experience that’s just as distinctive in-store as it is online?

Read the full article in Vogue Business.