Closed is making it easier for consumers to find the perfect gift while also elevating local artists. The German denim brand recently launched the Closed Minimarket, an online gift shop featuring a curated assortment of products made in Europe. Products span jewelry, accessories, beach, stationery and books, home, games and beauty.
The brand teased the online shop on social media last week and shared an Instagram post announcing its launch on May 16. The image contained posters from artists Paolo Zerbini, Bastian Thiery and Leandro Colantoni, all of which are available on the site. Later, it shared an image of tableware from Portugese home goods brand Onomao.
The shop follows the trend of well-known retailers giving local creators a platform for their goods. Launched in 2019, Madewell’s “Hometown Heroes Collective” program reached a milestone accomplishment earlier this year, with over 100 makers in U.S. 23 states. Developed in partnership with Nest, a nonprofit that supports craftspeople to promote inclusivity in the workforce, the program helps artisans and small business owners around the country grow their livelihoods. Four times a year, both companies curate new artisans to feature on Madewell’s website, and offer their products both online and in the retailer’s 140 stores.
The move also follows other denim brands’ expansion into the home goods category, fueled in part by a booming denim business and what WGSN described as the “Covid pivot”—when apparel-focused brands expaned into other categories that intersect with apparel during the pandemic. Categories like beauty, home goods and wellness were some of the top new areas.
Wrangler kicked off 2021 with a home goods venture alongside Pottery Barn Teen, while Levi’s debuted its first-ever home decor collection in partnership with Target. Footwear was another area of expansion, with specialty denim retailer Abercrombie & Fitch venturing into footwear with an exclusive partnership with Zappos, and Los Angeles-based denim brand Good American’s first collection of size-inclusive shoes.