5 High Street Retailers Owning the Metaverse

Jul 21, 2022
4 min read

The metaverse is transforming the way we shop online. Since Mark Zuckerberg (Facebook CEO) announced the establishment of Meta, the switch from mundane e-commerce shopping to purchasing your favorite outfits in a virtual world has never come so fast.

The world is quickly revising to the metaverse’s new technology and experiences, particularly with high-end brands such as Gucci, who plunged head first into selling NFTs, and digital clothing and even opened a Gucci Vault. The brand also bought its first virtual land in The Sandbox earlier this year, with visions of virtual shopping experiences revolving fastly into reality.

This isn’t just a luxury retail specialty, though. This extends across all retail areas, and in this article, we will share five high street retailers booming in the metaverse with their virtual experiences.

Forever 21

Forever 21 entered the metaverse with Roblox, launching Forever 21 Shop City at the end of 2021. To boost engagement, users can experience possessing and managing their own Forever 21 store in the virtual world, selling merchandise, hiring non-player characters as employees, and customizing the store, including its product offer, location, and interior design.

Whenever a Forever 21 collection launches, it will also be simultaneously released in the metaverse, to be sported and sold by the virtual avatars.

Forever 21 x Barbie collection, also recently launched inside the metaverse on Roblox, includes a range of vintage style apparel items, swim, sleepwear, beauty, and accessories, as well as home décor inspired by the Barbie DreamHouse.


In the spring of 2022, Zara launched their virtual collection for inside the metaverse and outside. The fast-fashion retailer debuted a “Metacollection” called Lime Glam, filled with eight designs perfect for spring in reality or Zepeto’s virtual playground.

Gucci launched its own Gucci Villa inside Zepeto; Zara follows the similar footsteps of letting fans dress virtually in their new fluorescent outfits.

For even more of an experience in Zepeto, digital walls, a floor, and a photo booth are also part of the digital Lime Glam capsule.


Sports retailer Nike has forever been at the forefront of digital transformation. Artificial intelligence (AI), e-commerce, and in-store experiential technology have been essential to the brand’s strategy for many years. The metaverse brings no exception to Nike’s digital-first strategy.

Nikeland is Nike’s purpose-built metaverse space that uses the Roblox platform to allow its fans to meet, socialize, experience promotions, and engage with various brand experiences.

According to Nike, 7 million visitors have spent time in Nikeland since it launched in November 2021.

Nike is leading the way in brands, revealing that a “sell the lifestyle” ethos can work just as effectively in the digital world as in the real world.

Sunglass Hut

Emperia teamed up with Sunglass Hut to create a virtual shopping experience. The “Sunglass Hut Utopia” virtual store features a gaming moment and try-on technology, showcasing six exclusive products featured in the summer campaign.

They launched in the United States, United Kingdom, and Australia. Sunglass Hut summer exclusives from Prada, Burberry, Versace, Michael Kors, Oakley, and Ray-Ban are showcased.

“This Summer, Sunglass Hut’s campaign “Find Every Shade of You” encourages customers to express all facets of their style and personality through sunglasses to find their perfect match in-store or online. We are excited to partner with Emperia on this immersive virtual experience to showcase the campaign and products to consumers in an engaging way.” says Mauro Messi, Sunglass Hut’s Retail Marketing Global Director.


L’Oréal has recently registered many of its brand trademarks in the NFT and metaverse categories.

The registrations have been made by L’Oréal USA and relate to 16 of the group’s brands, including skincare brand Kiehl’s, make-up brands Maybelline, Urban Decay, and It Cosmetics, and nail varnish brand Essie.

In the case of Kiehl’s, for example, the registration also covers the rights for non-downloadable virtual fragrances in the metaverse. In eight of the registrations filed by L’Oréal, the global beauty giant indicated it intends to allow users to buy, sell and trade virtual cosmetics in the metaverse.

In December, L’Oréal USA commissioned five female artists to create NFTs to elevate women’s participation in a male-dominated sector. The artists retained 100% of direct sales, says L’Oréal.

High street retail is becoming more and more innovative as the clock ticks on. We look forward to seeing what more the high street has in store.

Are you interested in creating a virtual store inside the metaverse? Contact Emperia today for metaverse retail solutions now!

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