By  on November 30, 2018

CANNES, France — Is it time to shift store rents to the marketing department? The question cropped up at the retail real estate show Mapic here, as digital commerce helps fill up shop floors vacated by flailing traditional retailers, redefining their use along the way.

Dipping into its marketing budget, U.K.-based home decor label has opened a series of showrooms around Europe, viewing them as a physical extension of the world it built online.

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