Dive Brief:

• New York Magazine last week announced it’s wading into physical retail with a beauty-focused pop-up shop for its The Strategist e-commerce and news site. The store, which will focus on beauty, is slated to open between Nov. 8 and Dec. 30 in Manhattan's SoHo neighborhood.

• Dubbed "I Found It at The Strategist," the pop-up will include some of The Strategist editors' most recommended products. The curated collection will include haircare, incense, bed sheets, sheet masks and more from more than a dozen brands including Hairstory, Negative Underwear, Beautycounter and Scentbird, among others.

• The shop will also host editors, influencers and insiders for demonstrations and talks in a "New York Media" lounge and feature exclusive product drops, giveaways and event invitations, as well as try-and-buy product stations and beauty services, according to a press released emailed to Retail Dive.

Dive Insight:

Like media site Buzzfeed, New York Media, (which publishes its flagship magazine, The Strategist, news and commentary site Intelligencer, pop culture site Vulture, women's site The Cut and food news site Grub Street), has sought to extend its reach and revenue through retail sales. 

New York City is the top destination for both pop-ups and brands' first permanent locations, according to recent research from commercial real estate firm JLL. The study also demonstrates the value of pop-ups. Nearly 62% of permanent stores launched in the same city where an e-commerce venture opened their first pop-up shop. Last year, the greatest number of permanent stores were opened by formerly online-only retailers, including Everlane, Allbirds, Away and MM.LaFleur.

A pop-up in SoHo, which is among retail's most enduring and most sought-after shopping districts, makes all kinds of sense for The Strategist, which enjoys a strong following among beauty consumers. The shop will stoke its own buzz the day before it opens with a preview for influencers and the media, and other events are likely to attract crowds.

On Nov. 14, The Strategist contributor Rio Viera-Newton will moderate a panel to include product developer and beauty expert Alexis Page, Essence magazine fashion and beauty director Julee Wilson, makeup artist Katie Jane Hughes; board-certified gastroenterologist, internist and co-founder of Tula skincare products Dr. Roshini Raj, and beauty writer Arabelle Sicardi. On Nov. 28, the shop will also host a "How I Get It Done" panel with The Cut’s beauty director Kathleen Hou, and beauty industry experts, according to the release.