Mr. Normandin said his conviction in Dirty Lemon’s store was so strong that he had already made plans to open another one in New York and two more in other cities, all featuring a separate V.I.P. Dirty Lemon is forging ahead into brick-and-mortar stores when many traditional retailers are closing locations and investing in digital marketing and e-commerce. But Mr. Normandin said his customers, who are mainly young women, were tired of digital marketing that constantly pushed them to buy things. Dirty Lemon’s Drug Store features a large, selfie-friendly mirror that reflects a wall of coolers and stark, black-and-white-striped penny tiles creeping across the high ceiling. Mr. Normandin said his company’s plans went beyond lemon drinks and selfie mirrors to transforming the beverage industry’s distribution methods.

Source: New York Times September 13, 2018 09:00 UTC