Retail Brew // Morning Brew // Update

May 22, 2026

Hi, hi. Deckers Outdoor, the company behind Hoka running shoes, is expecting strong sales and profit this year thanks to rising demand for its chunky running shoe. It appears business is hitting its stride.

In today’s edition:

—Jeena Sharma, Erin Cabrey, Vidhi Choudhary

STORES

Hard-y reset

John Hardy

For luxury brands today, opening a new flagship store is more than about simply selling products. It’s an experience.

Just look at John Hardy, which recently unveiled a new 1,800-square-foot SoHo flagship as part of its broader effort to modernize the 50-year-old Bali-founded jewelry brand.

Located at 147 Spring Street, the new space replaces the brand’s former Prince Street flagship.

Designed alongside former Coach creative director Reed Krakoff and Studio Vehlen, the store features blond oak flooring, slatted oak walls, a terracotta-toned salon, and a 25-foot handwoven bamboo sculpture inspired by John Hardy’s signature chain motif.

For Matt Tepper, president of John Hardy, the space represents a physical manifestation of the broader transformation the company has been undergoing over the last several years.

Keep reading here.—JS

Sponsored By iRestore

Your skin’s holiday sale

Meet the iRestore LED Face Mask—the at-home device that actually delivers on its promises. 360 medical-grade LEDs combine red, blue, and infrared light therapy to tackle wrinkles, acne, and inflammation all at once.

No spa appointment. No derm copays. Just 10 minutes a day in a lightweight, wireless mask that fits your life.

Triple-wavelength technology stimulates collagen, clears breakouts, and reduces redness simultaneously. Dermatologist recommended and backed by clinical research, it works for every skin type.

Pro-level results. Zero commute. And right now? Save up to 50% on LED devices during iRestore’s Memorial Day Sale (but only through May 25).

Your future skin is already adding to cart.

CONSUMER BEHAVIOR & TRENDS

Loyal send-off

Retail price stickers indicating several price changes

Dianna “Mick” McDougall, Photo: Getty Images

As consumer prices rise, national brands are in for a battle loyale as shoppers’ brand allegiances waver.

According to a survey of 1,010 US adults conducted by operations software company DOSS this month, 60% of consumers said they stopped buying a brand they were loyal to this year due to price increases, and 70% said they were less brand loyal now than they were last year.

A 16% price hike is the “breaking point” that pushes consumers to trade down to a cheaper alternative or cut back on the volume they buy (though baby boomers on average make the shift at a 12% increase). A 33% bump is the average threshold to not buy the product altogether, the survey found.

Keep reading here.—EC

E-COMMERCE

Wide angle

Google

Google is bringing its agentic commerce tool kit, also called the Universal Commerce Protocol, to more verticals.

At its I/O conference on Tuesday, Google said it is expanding UCP both overseas and across Google surfaces.The tech giant is bringing agentic shopping to YouTube with UCP-powered shopping experiences. Plus, it will soon expand UCP shopping to new markets overseas, including Canada, Australia, and the United Kingdom.

UCP is an open source standard Google announced earlier this year that gives AI agents and systems a common language so they can work together across the shopping journey, from product research to checkout to tracking shipments.

Keep reading here.—VC

Sponsored By Instacart Ads

Listen to your cart. Instacart’s grocery ad ecosystem in North America operates with 9,000+ active brands advertising across 2,200+ retail banners and nearly 100,000 store locations. Sound like a fitting spot for your grocery brand? Ding ding ding. Advertisers report an average 25% sales lift. Learn more about Instacart Ads.

Every scroll is commerce

Morning Brew Inc.

As peak season approaches, brands are navigating a customer journey that somehow includes social scrolling, connected TV, in-store browsing, six open tabs, and a cart abandoned at 1:14 a.m. In this session, StackAdapt’s Dana Karlin will break down what it takes to compete in today’s fragmented commerce landscape—from smarter activation and measurement to building strategies that actually connect across channels.

SWAPPING SKUS

Today’s top retail reads.

Pump prices: Walmart is warning it may have to raise prices if fuel prices remain high. (Modern Retail)

Hold for discount: Kroger is planning major price cuts to compete more fiercely with rivals. (Bloomberg)

Lack luster: Estée Lauder and Spanish beauty company Puig have ended their merger discussions. (Quartz)

Glow up: Save up to 50% on iRestore’s clinically proven LED devices this Memorial Day. 360 medical-grade LEDs fight wrinkles, acne, and dull skin in just 10 minutes a day. Sale ends May 25.*

^{*A message from our sponsor.}

SHARE THE BREW

Share the Brew, watch your referral count climb, and unlock brag-worthy swag.

Your friends get smarter. You get rewarded. Win-win.

Your referral count: 0

Click to Share

Or copy & paste your referral link to others:
retailbrew.com/r/?kid=6b35f7e7

ADVERTISE // CAREERS // SHOP // FAQ

Update your email preferences or unsubscribe .
View our privacy policy .

Copyright © 2026 Morning Brew Inc. All rights reserved.
22 W 19th St, 4th Floor, New York, NY 10011

☕ Never blame the jeweler