Brookstone has long been known as a go-to retailer for innovative gadgets, unique gifts, and travel accessories. Once a staple in shopping malls across America, the brand attracted shoppers looking for creative, high-quality products they couldn’t find elsewhere. Over the years, however, the company faced significant challenges that reshaped its place in the retail market. Many people now wonder: is Brookstone still in business, or is it just a memory of the past?
History of Brookstone
Brookstone was founded in 1965 as a mail-order business selling hard-to-find tools. Over time, it expanded into physical retail stores, offering a wide range of innovative products. By the 1980s and 1990s, Brookstone had become a familiar presence in malls and airports, known for its hands-on shopping experience. Customers could try out massage chairs, tech gadgets, and travel gear right in the store. This interactive approach helped the company gain a loyal customer base and stand out from other retailers.
Is Brookstone Still in Business?
Yes, Brookstone is still in business, but not in the same way it once was. The company no longer operates the large network of mall stores it was famous for. Instead, Brookstone has shifted its focus to e-commerce and smaller retail locations, especially airport stores. This new model allows the brand to stay relevant without the heavy costs of running numerous physical stores. Although its presence is smaller, Brookstone continues to sell products both online and in select physical locations.
The Decline and Bankruptcy Filing
Brookstone’s decline began in the early 2010s as online competition from retailers like Amazon grew stronger. High operating costs, changing consumer habits, and declining mall traffic all contributed to financial troubles. In 2014, the company filed for bankruptcy and was acquired by a Chinese investment group. However, that turnaround did not last, and Brookstone filed for bankruptcy again in 2018. During this second filing, the company closed all of its remaining mall stores, marking the end of an era for the once-popular chain.
Brookstone’s Current Business Model
Today, Brookstone operates mainly through its online store and a limited number of airport shops. The brand has repositioned itself as a niche retailer focusing on travel-friendly products and personal wellness items. Airport stores are a strategic choice because they reach travelers looking for comfort, convenience, or last-minute gifts. Brookstone has also partnered with third-party retailers to sell its branded products, allowing it to maintain market presence without the heavy expense of owning many stores.
What Products Does Brookstone Sell Now?
Brookstone still sells a variety of products, though its lineup is more focused than before. Popular categories include travel gear, tech accessories, massage products, personal care devices, and home gadgets. Their massage chairs, portable speakers, and sleep aids are among their best-known offerings. While the product variety has narrowed, the company continues to focus on items that combine innovation with practicality—staying true to its original spirit.
Brookstone’s Financial Health and Market Position
Brookstone is no longer the retail giant it once was, but it has managed to stabilize under its new business model. By operating fewer physical stores and focusing on online sales, it has significantly lowered its overhead costs. While the company is not leading the market, it has carved out a sustainable niche. It mainly competes with other specialty retailers and online marketplaces, focusing on customer convenience and brand recognition rather than aggressive expansion.
Customer Perception and Brand Image
Many longtime customers still view Brookstone as a brand associated with creativity and quality. However, some see it as a shadow of its former self due to the closure of its iconic mall stores. Online reviews of Brookstone products are generally positive, especially for its massage and wellness products. The brand continues to benefit from nostalgia while trying to attract new, younger customers who may not remember its mall-era heyday.
The Future of Brookstone
Brookstone’s future depends on its ability to stay relevant in a competitive retail environment. By emphasizing e-commerce, focusing on high-margin products, and leveraging its airport store presence, the company has a chance to remain profitable. Future growth may come from expanding its online marketplace presence or introducing innovative new products that capture public attention. If Brookstone continues to adapt to changing consumer trends, it could maintain a steady—if smaller—role in the retail world.
Conclusion
While Brookstone is no longer the mall powerhouse it once was, it is still in business and working to reinvent itself. Through a shift to e-commerce, strategic airport stores, and a focus on niche products, the company has found a way to survive. Its journey serves as a reminder that even well-loved brands must evolve to stay alive in today’s fast-changing retail industry.
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