Three Themes Shaping Premium Retail: Insights from Jonathan Adler, Vuori & Tiffany

Last month, McMillanDoolittle partnered with Shoptalk to lead a premium/luxury–focused Shopwalk as part of the Shoptalk Fall conference in Chicago. Shopwalks are curated tours designed to bring retail executives closer to the cutting edge of store innovation. Our group, which included leaders from a diverse set of retailers and brands, explored three iconic locations:  Jonathan Adler, Vuori, and Tiffany & Co., each offering a unique perspective on how physical retail continues to evolve.

At every stop, we heard directly from company leaders:

• Jonathan Adler, the namesake founder himself, personally welcomed us into his store.
• Vuori’s District Manager and store team shared insights on their two-story flagship near Oak and Rush in Chicago’s upscale Gold Coast neighborhood.
• Tiffany’s Team Manager and Sales Associate offered an insider’s perspective on the Michigan Avenue flagship.

Across these very different businesses, three powerful themes consistently emerged:

Image Source: Shoptalk

1. Brand Passion: Teams That Believe, Stories That Resonate

Authentic brand passion was on full display—manifested through pride in what the brand represents and a commitment to storytelling in every aspect of the store experience.

• At Jonathan Adler, the founder’s presence and enthusiasm highlighted how a designer’s vision can infuse an entire retail experience.
• Vuori emphasized its active lifestyle ethos and the founder’s values, reflected not only in the store and product but also in how the team enthusiastically educates customers about the brand. According to CNBC, Vuori generates roughly $500 million annually (2024) and is on track to open 100 stores by 2026, underscoring how purpose-driven storytelling is fueling rapid store growth.
• Tiffany underscored its heritage and modern reinvention, with associates who linked the house’s storied history to contemporary luxury. LVMH reported double-digit growth in its Watches & Jewelry division in 2024, driven in part by Tiffany’s global retail presence, store renovations, and experiential upgrades.

This passion creates emotional resonance and transforms shopping from a transaction into a sense of belonging.

Image Source: McMillanDoolittle

2. Product as Differentiator: Relentless Focus and Clarity

Each store reinforced that product remains the ultimate differentiator—and when presented with clarity, it becomes the anchor for the entire experience.

• Jonathan Adler showcased eclectic design pieces that tell their own stories. Adler himself explained his aspiration: each piece should be something “heirs would fight over,” exceptional and unique.
• Vuori positioned its performance apparel as a lifestyle investment, spotlighting both functionality, newness and fashion. Statista projects the $350 billion global athleisure market will expand by 25% between 2024 and 2028, a trend Vuori is capitalizing on with its focus on multipurpose apparel.
• Tiffany placed craftsmanship at center stage, balancing timeless classics with modern designs.

These brands demonstrate how letting the product shine—and designing the store around it—creates distinction in a competitive marketplace.

Image Source: Vuori

3. Elevated Hospitality: Relationships Beyond the Transaction

Each brand went beyond service to create memorable, welcoming experiences that foster long-term relationships.

• Jonathan Adler’s personal touch created intimacy and authenticity.
• Vuori’s approachable, engaged, and empowered team fostered a genuine sense of community.
• Tiffany elevated luxury through warm, knowledgeable associates who made customers feel like valued guests, not just shoppers.

For these retailers, hospitality isn’t an add-on—it’s a deliberate strategy to build loyalty and emotional connection.

Walking these three stores reinforced how brand storytelling, product excellence, and human connection define retail success today. While aesthetics, categories, and audiences may differ, the winning formula is consistent: passion + product + hospitality. For the executives and partners who joined us on the Shopwalks, the experience provided a reminder of how retail can inspire, connect, and endure when done right.

Other stops on this year’s Shopwalk routes included CAMP, Joybird, Hotel Chocolat, Rivian, SoulCycle, Sloomoo, and Fjällräven—a diverse lineup that highlights the breadth of Chicago’s dynamic retail scene, from wellness and fitness to design, fashion, and home. Check out our other recap of this year’s Shopwalks here.

Chicago is becoming an increasingly important stage for luxury retail expansion. JLL reports U.S. luxury retail openings surged 65% year-over-year in the first half of 2025, rebounding strongly from 2024 softness. Importantly, 59% of these new luxury stores were street-level, not mall-based, underscoring the shift toward urban flagship formats. Oak Street and Michigan Avenue remain at the center of this transformation, serving as anchor corridors for global brands entering or reinvesting in the Midwest. This context makes Shopwalk’s luxury-focused tour not just timely, but indicative of where luxury retail is headed: more public, more immersive, and more connected to urban culture.

Interested in having our experts guide your team on a luxury retail study tour? Contact us.