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May 18, 2022

TikTok retailer Showcase expanding to Natick Mall

Photo | Courtesy of Showcase An example of a Showcase retail store
Photo | Courtesy of Showcase The interior of a Showcase retail store

Showcase, a Canadian retail company specializing in selling products seen frequently on TikTok or television shows, is coming to Natick as part of a major U.S. expansion.

The company, which currently operates 109 stores in malls across Canada, plans to open 27 stores in 12 U.S. states by the end of the summer, according to a May 11 press release. In Massachusetts, it’s coming to the Natick Mall, the Holyoke Mall in Holyoke, the Northshore Mall in Peabody, and the South Shore Plaza in Braintree. 

Photo | Courtesy of Showcase
Showcase retail stores specialize in products popularized on social media.

Showcase has carved out a niche in the “Try before you buy” market, with the majority of its products opened up and on display. The company capitalizes on internet trends, selling products like Dalgona cookies, popularized by the Netflix show “Squid Game”, and hot chocolate bombs, which are basically little balls of hot chocolate and marshmallows that open up when warm milk is poured over them. 

On top of its growing brick-and-mortar presence, the company’s omnichannel strategy includes live online shopping events every 48 hours, same-day delivery service with DoorDash, mobile-first video advertising, and targeted, personalized email campaigns. 

Supporting the new stores will be a 147,000-square-foot company distribution center in New York. 

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