Why are physical boutiques the new craze for influencers?

After conquering the digital world, successful influencers now seem to be turning to the real world, offering their fans an interactive and immersive experience. Emma Chamberlain, an undisputed YouTube star with 12 million subscribers, recently opened her very own first café in Los Angeles under her brand, Chamberlain Coffee. In France, Léna Mahfouf, also known as Léna Situations, has inaugurated the iconic Hôtel Mahfouf in recent years, a hybrid space blending boutique, fashion, lifestyle, and gastronomy, providing a unique experience for visitors. These initiatives mark a turning point in how influencers engage with their community, going beyond digital sharing to offer real-life experiences. But behind this new wave, how profitable are these physical stores, and more importantly, what strategy drives their success among a generation overwhelmed by digital information?

Opening a physical store as an influencer is not just about selling products. It’s primarily about creating a universe. Influencers have built their success on authenticity and closeness with their audience, and establishing a tangible space reinforces this image. These stores become places where fans can immerse themselves in their idols’ personal world, away from social media filters. Emma Chamberlain, through her café, offers not just coffee but an experience that reflects her laid-back style and personal values. This allows her fans to enjoy an immersive experience and consume in a new way, combining pleasure and authenticity. Similarly, Léna Situations' Hôtel Mahfouf is not just a store. It’s a concept where young people can explore Léna’s universe through curated decor and products inspired by her collaborations. This trend of "brand experience" is particularly effective among Gen Z, who seek unique and personalized experiences rather than just buying products. It’s a way for these influencers to be even closer to their community, offering them an environment they already know—this time in real life.

Gen Z, a generation born with smartphones and immersed in a constant stream of information, seems to be looking for a way to escape digital saturation. After years spent on screens, consuming content on apps like Instagram, TikTok, and YouTube, the trend is now shifting toward disconnecting—at least partially. Physical stores created by influencers provide a welcome break, a return to authenticity in an environment where experience takes precedence over digital interaction. This allows young people to meet their favorite influencers in real life, away from videos and stories. Physical stores have also become a gathering place for fan communities. Instead of just liking or commenting on a post, visitors can meet others who follow the same influencers and build real connections.

However, these physical stores also raise the question of profitability. While an influencer’s name undoubtedly attracts crowds, managing a physical location can be challenging. Renting a space, managing inventory, and ensuring a quality experience all require significant investments. Yet, these stores can be profitable if managed well, especially through the sales of merchandise, exclusive events, collaborations, or unique in-store content. Ultimately, these spaces are not just about selling products but also about amplifying the influencer’s reach online, allowing them to diversify their revenue streams while staying true to their brand. While this model is still relatively new, it appears to have a promising future—as long as authenticity and experience are not sacrificed for profit. The success of these stores lies in their ability to blend fashion, trends, and real-world interaction with the community. For these influencers, it’s a bet on the future, bridging the virtual and the real, which seems to have struck a chord with their young admirers.