Retail startup Bulletin is giving brands new tools to manage their in-store presence

If you visited a Bulletin store, or bought products off its website, COO Ali Kriegsman said you might “pigeonhole” the company as a “feminist apparel brand” — a place to buy T-shirts and accessories with fun, provocative political slogans.

And yes, that is part of what draws consumers. But Kriegsman and her co-founder Alana Branston have also laid out their broader vision for a more flexible, WeWork-style approach to brick-and-mortar retail, one where brands essentially rent out shelf space in Bulletin stores.

So brands that may have only sold online can experiment with physical sales, while shoppers can purchase from a curated, constantly refreshed selection of brands and products.

“We’re building this more feminine retail company, but we are also part real estate company, and now, we are also part technology company,” Kriegsman said.