Why Fashion Brands Are Adding Cafés to Their Stores

Ever walked into a clothing store only to find a full-blown coffee bar or a pizza counter inside? In recent years, fashion retailers have been expanding way beyond apparel—adding food and drink experiences to their stores in hopes of drawing you in and keeping you there longer.

Fashion brands like Urban Outfitters, Shinola, and Muji now operate in-store cafés, juice bars, and even pizzerias. At least 10 major retailers, including and Toms Shoes, have added food service offerings to their physical locations since 2015.

Why Are Fashion Brands Serving Coffee and Food?

The shift isn’t about selling more lattes—it’s about creating ‘lifestyle centers’ where shopping feels like an experience. With fewer people visiting big malls, fashion retailers are competing for foot traffic by offering the kind of relaxed, social atmosphere that e-commerce can’t replicate.

“People want to spend time with family and friends, not just buy a pair of boots,” said Sarah Quinlan, Senior Vice President at Mastercard. “They’re looking for meaningful experiences.”

How Big Retailers Are Doing It

Urban Outfitters led the charge. In November 2015, it acquired several restaurants from Philadelphia’s Vetri Family group, including the pizza chain Pizzeria Vetri. Earlier that year, the brand opened a massive 5,300-square-meter flagship in New York’s Herald Square. The store included an Intelligentsia Coffee shop, an Instagram photo printing station, a vinyl section with 1,000 records curated by Amoeba Music, and even a full hair salon by Hairroin Salon.

“We’re building lifestyle centers,” said CEO Richard A. Hayne. The company has since integrated Pizzeria Vetri concepts into other locations as part of this strategy.

Other brands quickly followed. Shinola, known for watches, launched a Pressed Juicery in its West Coast store and serves Commonwealth Coffee in Detroit and Smile Newsstand pastries in New York. “It’s about connecting with the community,” said Creative Director Daniel Caudill.

Muji plans to test small cups of coffee at its New York Fifth Avenue location, with a coffee pop-up planned for 2024. Toms Shoes will offer free Wi-Fi alongside coffee service in its New York and London stores. Even luxury brand Chrome Hearts is incorporating kitchen concepts into its new NYC project. “Every building we design now considers the kitchen,” said Partner Laurie Lynn Stark.

The History and Strategy Behind the Trend

This isn’t entirely new. Ralph Lauren opened its first in-store restaurant, RL Restaurant, in Chicago in 1999, later expanding to Paris and Manhattan. Brands like Roberto Cavalli, Versace, Giorgio Armani, and Tommy Bahama copied the model.

But today’s approach is more strategic. Retail consultant Anne Ziegler noted, “Many shoppers avoid large malls, so brands must create reasons to visit in person.” The goal is to turn stores into destinations where customers linger, not just transactions.

Real estate experts agree the rules have changed. Linda Berman of DJM Capital Partners said, “Now you need a trendy café next to a healthy food bar, an artsy restaurant, a chef-driven spot, and great bread and desserts—not just six generic chains.”

Even online-only brands are experimenting. Everlane hosted meals with local chefs in its SoHo showroom and partnered with Good Eggs in San Francisco to offer organic food to visitors.

Frequently Asked Questions

Which fashion brands have added cafés to their stores?

Urban Outfitters, Shinola, Muji, Toms Shoes,, and Chrome Hearts have all introduced coffee shops, juice bars, or restaurants inside their retail spaces. Urban Outfitters even owns a Pizzeria Vetri location.

Why are clothing stores adding food and drink services?

Brands are trying to create immersive lifestyle experiences to attract customers, encourage longer visits, and compete with online shopping. Food and drink help form emotional connections and community ties.

When did this trend start?

The trend began in the late 1990s with Ralph Lauren’s RL Restaurant in Chicago, but it accelerated after 2015 as mall traffic declined and retailers sought new ways to draw in foot traffic.

Is this strategy working for fashion retailers?

While success varies, the strategy aims to increase store visits and customer engagement. Retailers report that offering food and drink creates a ‘third place’ between home and work where people want to spend time.

What kinds of food and drink services are being added?

Retailers are adding coffee shops (like Intelligentsia and Commonwealth), juice bars (like Pressed Juicery), pizzerias (like Pizzeria Vetri), bookstores with cafes, and even full-service salons and hair studios.

Are online-only brands doing this too?

Yes, even brands without physical stores, like Everlane, are experimenting with food experiences in showrooms and pop-ups, often in partnership with local food vendors.

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