Kenmore, Good Housekeeping, Amazon & Mall of America Pop-up

Good Housekeeping magazine announced today the opening of a three-month pop-up retail store inside the iconic Mall of America called GH Lab. Every product in the store, including the Sears private brand Kenmore Elite Ovation Stand Mixer, has been tested in the GH Institute’s state-of-the-art labs by top scientists, chemists, engineers and tech experts — presenting only the best, most innovative products across wellness, beauty, lifestyle, smart home, kitchen, toys and more. Open to the public from October 3 through December 30, GH Lab will offer consumers the opportunity to experience, test and purchase more than 40 curated products in one convenient location.

“The Kenmore mantra has always been to introduce innovative home appliance products that make our members’ lives easier, and the Kenmore Elite Ovation does just that,” said Peter Boutros, the private label’s chief brand officer. “This is one of the most forward-thinking small kitchen products to have been launched within the past two decades, and is meant to take the stress – and mess – out of cooking and baking. We can’t wait to see the Ovation become a staple in homes.”

All merchandise in the GHI Lab store will be shoppable through Amazon SmileCodes. To purchase or learn more, customers will simply open the Amazon App, tap the camera icon and select the SmileCode Scanner, aim the camera on the visual pattern of the SmileCode and center it in the frame. The product detail page associated with that SmileCode will appear on the screen and the customer can then add it to their Amazon cart and check out as they normally would.

In addition to the concept store at Mall of America, Good Housekeeping is also launching an online boutique on Amazon, live today at amazon.com/shop/ghtested, where consumers can shop GH-tested products and have them delivered directly to their door, just like they would shop for any other product on Amazon. New products will be introduced into the pop-up shop from October through December, in addition to special online-only GHI-tested product recommendations.

The 2,800-square-foot store is designed with different “rooms,” helping shoppers visualize the products within their own homes and experience the rigorous science of the GH Labs at the country’s most popular mall. Shoppers can interact with the smart home tech live before buying, try out kitchen appliances, see new releases from favorite brands, play with the hottest toys and games and sample the best of beauty.

Unlike other retail locations that feature multiple options within a product category (e.g. several brands of lipstick), the GH Lab will offer only one item that was tested and recommended by the GH Institute. Staff has been selected and trained by the experts in the GH Institute. This shoppable showroom will house Good Housekeeping Seal holders, Best-of-the-Test winners and GH Lab picks.

Visitors to the GH Lab store can make cashless transactions effortlessly, via Amazon-exclusive SmileCode technology. Purchases will be delivered straight to shoppers’ homes—no lugging of shopping bags required.

Located in level 1, south at Mall of America, GH Lab will be open seven days a week from 10 a.m. to 9:30 p.m. Monday through Saturday and 11 a.m. to 7 p.m. Sundays, with longer hours throughout the holiday season.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.