In New York, a clothes store has developed a private club concept
In New York, the store the Little House has decided to imitate private members clubs by organising events for special members.
Located in SoHo, The Little House is a store for connoisseurs. If anyone can shop there, a membership system exists alongside giving many perks. There are no forms to fill out and no fees. If the owners like a customer, he or she will be invited to take an informal test to become a member.
The Little House does everything for its members. They can attend exclusive events, can go to private sales at cocktail parties and attend conferences and exhibitions. Thanks to the selective entry, the store has marked itself out as a social venue for the ‘Happy few’, both for members and non-members.
This exclusive system has paradoxically enabled them to widen their customer base. The feeling of exclusivity for members guarantees their loyalty: they benefit from specific advantages and form a valuable network. But the selectivity also attracts the interest of non-members, in the same way as VIP nights in clubs. The Little House is therefore a winner in more ways than one, given they project an attractive image while benefiting from regular customers.
The Little House
71 Sullivan Street NYC 10012