Santa, a new retail concept on wheels, hits the road first in Plano and Frisco - The Dallas Morning News

A new company with a familiar name is making its debut in Plano and Frisco. Santa, a mobile store concept, was created by veteran tech startup founders who recruited experienced store executives for their pandemic-inspired idea.

"Santa is an attempt to create a new kind of physical store that moves around and is backed by logistics and technology," said Roee Adler, co-founder and CEO of Santa and a former WeWork Labs senior vice president.

Adler says the experience is better than e-commerce because shoppers can try on clothing and test out décor in their house before their credit card is charged from the Santa app.

While Santa has staff working remotely in New York and Israel, the company is based in Dallas and has recruited retail executives from Nautica, J. Crew and Urban Outfitters for buying, marketing and retail expertise.

The pandemic meant more people started shopping online out of necessity, Adler said. "Everyone said 'You must come here. People will like the personal connection.'"

The truck is stocked with global and local brands, including luxury fashion brand Laude the Label, founded by Carly Burson, who has a shop in Fort Worth, and Spirit of Salt, a hand-painted goods and custom artwork business owned by Heather Clark Lynn.

Lela Orr, founder and creative director of Dallas-based luxury fashion brand Ferrah, said in an email that Santa will help her reach new customers beyond a base she has cultivated as a zero-waste brand.


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