Dressbarn, Happy Returns, & the reinvention of retail
Earlier today, we announced a partnership with women’s apparel brand Dressbarn to provide our full stack of returns software and reverse logistics solutions. I wanted to share some thoughts on what this means for Happy Returns, and why we believe this partnership is part of an exciting larger storyline in the reinvention of traditional retail.
Dressbarn: A quick history
Dressbarn was founded in 1962 to provide “fashion at a value” to the working woman. Their timing was great, as women were entering the workforce in greater numbers than ever. The company went public in the ‘80s to fund expansion, and boasted a footprint of 775 stores in 43 states at its peak in the late ‘90s.
After a fabulous start, Dressbarn struggled mightily this century, as changing styles and the rise of eCommerce led to declining sales and shifting strategies. This culminated last year with the announcement that Dressbarn would shutter its stores and liquidate. Six decades after its founding, it appeared the Dressbarn story was over.
New ownership: Retail Ecommerce Ventures
Late last year, Retail Ecommerce Ventures (REV) acquired Dressbarn’s IP, and announced its plans to relaunch the brand as a digital-only destination. Shoppers would no longer be able to go to Dressbarn stores, but the brand’s long-standing commitment to customer service would remain.
No stores? No problem. Restoring in-person returns
Dressbarn and Happy Returns partnered this summer to tackle the challenge of returns. Dressbarn now uses our software to power the returns portal on its website, and its shoppers can buy online and drop off returns in-person at our nationwide network of Return Bars.
No printing labels required. No boxes or packing tape. No waiting 2-3 weeks and checking a credit card statement to get your refund. And with our software providing QR codes and directions to the nearest drop-off location, the whole experience is fast and contact-free.
Dressbarn gets to delight its shoppers and save money, as returns in-person are aggregated for bulk-shipping, offering a far cheaper alternative than paying for returns by mail.
A perfect match
Happy Returns and the new Dressbarn are a perfect match. We’ve replaced the ease and convenience of in-store returns with “buy online, return to Happy Returns.” And shoppers have responded.
Since launch last month, over 70% of Dressbarn returns have happened in-person. Shoppers have awarded us a Net Promoter Score of 92, and offered scores of positive comments like this one:
“It’s way easier in Houston-area traffic to go to the nearest Happy Returns. I made my purchase online, and if I would have had to drive all the way to the old Dressbarn location, it wouldn’t have been worth the hassle. Knowing how easy it is to do returns makes it more likely I’ll buy more things from Dressbarn. Very satisfied with my experience.”
Reinventing retail aka enough with the Retail Apocalypse already
At Happy Returns, we’re honored to be involved in some positive news coming out of the retail world. So much of what we read these days is about stores closing, brand bankruptcies, and the “Retail Apocalypse.” We are excited to change the narrative to a story of hope around the reinvention of retail – about how a storied brand like Dressbarn is rising again without stores, and using best-in-class technology and logistics to deliver a modern shopper experience.
Earlier this year, we announced a similar partnership with plus-size retailer Avenue, which also emerged from bankruptcy store-free and digital only. And there are hundreds of other brands wrestling with the same transition, reinventing themselves without stores.
Just ask our new friends at REV – since buying Dressbarn, they’ve added Pier 1 Imports, Linens n’ Things, and others to their portfolio, running a new playbook to reinvent these legacy brands as digital natives.
Enough about the Retail Apocalypse already. We’re excited about retail’s next chapter!
Want to learn how our Return Bars help customers reduce the cost of their returns? Download our whitepaper, “How Happy Returns’ customers save 21% on returns costs.”
