The idea is a well-designed brick-and-mortar storefront that’s basically sublet to small, frequently online-only retailers. The brands can rent on a month-to-month basis and can scale from a few shelves on the wall to a corner of the store.

It’s called Bulletin, and it’s the work of Ali Kriegsman and Alana Branston, who just raised $2.2 million to expand beyond their current Williamsburg and SoHo outposts.

“We want to make it as easy to book space in a store as it is to book an Airbnb or a hotel,” Bulletin cofounder Ali Kriegsman said in an interview earlier this year. “You should be able to see an active space and book shelf space or square footage in the store instantly.”

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