Bene Rialto: A New Form of Retail

NEW YORK — In the shadow of Lord & Taylor on West 38th Street here, the Bene Rialto town house makes a curious statement. It blends a retail experience with a showroom format and targets consumers and store buyers seeking new and less-widely distributed labels. “We see ourselves as a destination for brand-building rather than a retailer,” said Caryn Neary, the founder, owner and chief executive of Bene Rialto. “We’re a marketplace concept for retailers that’s constantly evolving. It’s about connecting them with emerging brands and providing a critical look at the direction of the industry and upcoming trends.” Retailers generally aren’t welcoming of other retailers checking out their assortments and wooing the same vendors. But Neary says the Bene Rialto philosophy is different, encouraging retailers to visit and place orders directly with the brands that the store brings under its wings, so the brands can grow. The brands pay Bene Rialto a participation fee of $500 and upward, and turn over 25 percent of their sales revenues for the exposure on the selling floor as well as for consulting services. Most brands maintain a dedicated presence at Bene Rialto for three to six months before making way for other vendors, while

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