This year marks the 50th anniversary of Brookstone, and the retailer has expanded its product development efforts and undertaken new marketing initiatives.
Harvard-trained engineer and former auto executive Pierre de Beaumont founded Brookstone with his wife Mary Deland in 1965, to offer hobbyists and other innovation-minded consumers hard-to-find tools and new inventions.
“Fifty years later, the Brookstone mission remains the same,” said Tom Via, CEO of Brookstone. “It’s our job to discover, develop and launch new inventions that make life easier, better and more fun. Now we just do it on a global scale.”
He added, “In 2015, we launched more than 100 new products for the holiday season, including our soon-to-be-announced ‘Top 10 Wow Gifts of the Year.’ We also launched a new website, a new interactive store format, and, most important, our new product launch program at BrookstoneLaunch.com, that speeds up time-to-market for projects with inventors, startups, and other innovation partners.”
Among the first products brought to market this year through the Launch program are Brookstone Cat Ear Headphones and Fizzics, a personal beer dispenser that is said to create a fresh-from-the-tap experience from any bottle, can or growler. Brookstone Labs’ in-house product developers have also launched the Brookstone Renew Massage Chair and Big Blue Unplugged indoor/outdoor wireless speakers.
In other retail initiatives, Brookstone also recently launched a new website for both desktop and mobile users, and a new interactive retail store format with “Lift and Learn” display technology that serves digital product information whenever customers approach or pick items up.
Brookstone’s multi-channel strategy includes catalog mail orders, phone orders, online and 218 store locations in shopping malls and high-traffic airports across the U.S. and Puerto Rico.