Q&A

What brands want from their retail partners

The loyalty and partnership secrets indie retailers need to hear

After 25 years of partnering with hundreds of boutiques and department stores, Stacy Igel knows exactly what separates the retailers brands want to work with from the ones they don't.

Igel founded mission-driven athleisure brand BOY MEETS GIRL® in 2001 and landed her first retail partner—Bergdorf Goodman—by pounding the pavement. Here, she shares what the best stores are doing right, what makes a brand-retailer partnership actually work and why customer loyalty still comes down to showing up the same way every time.

—Interview by Marcy Medina, edited by Bianca Prieto

What’s the most important thing for a retailer to know about how to partner with the brands they carry?

For me, it’s all about synergy. We view our retailers as true partners, whether it’s a small boutique or a major department store. What happens at the point of sale has to connect seamlessly with everything that happens before it, from social media to press to marketing. It cannot be siloed. We take the time to understand what will resonate with their specific customer, their location and their community, and then build a tailored, step-by-step approach.

We don’t just ship product. We act as an extension of our retailers’ P.R., marketing and social teams to help drive traffic and sell-through. That means storytelling, content, events and real engagement. When there is clear communication, alignment and shared energy across all teams, that’s when real success happens.

What are the best stores doing right today?

In my opinion, the best stores today understand that retail is no longer just about product; it is about experience. Curation, pop-ups and meaningful in-store moments are what truly drive energy and excitement.

Now more than ever, people are craving experiences. But the key is authenticity. You cannot do it just to do it. It has to align with who you are as a brand or a retailer. Really think about your customer. What would they love? Maybe it is embroidery, maybe it is tarot readings, maybe it is flower arranging. The driver should come from your brand DNA and your audience, not from copying what someone else is doing. That is what the best stores are getting right.

On April 30, I celebrated my 25th anniversary with an event at Bergdorf Goodman, the first department store that put me on the map, alongside a limited-edition BOY MEETS GIRL® x BERGDORF GOODMAN collection drop. We have offered personalization to our customers before, so we were excited to bring a customized embroidery experience with purchase, paired with thoughtful touches like champagne. It was not just about shopping; it was about creating a memory and celebrating a milestone.

What’s the most important thing a business owner should know about customer loyalty? How has the way you communicate and connect with your customers changed?

The customer always comes first. Customer loyalty comes down to how you treat people across every touchpoint. To earn their respect and belief in your brand, every person needs to feel that you genuinely care. That’s what builds loyalty.

In terms of communication, the platforms have changed, but the intention hasn’t. Whether a customer DMs me directly or reaches out to BOY MEETS GIRL® on Instagram, we are always there for them. I do not believe that, as founder and chief creative officer, I should not be involved. Being connected to our customers brings me so much joy.

Just yesterday, a customer messaged our Instagram asking where she could find our silhouette tees because they were sold out on our website. She wanted to surprise her daughter. We guided her to Bergdorf Goodman, where the collection is currently available, and she went in, found pieces and followed up to share her excitement. That kind of real-time connection is everything. Nothing has changed in how I approach it. It’s always about showing up, being present and making every customer feel seen and valued.

(Photo credit Isabella Picicci)