It’s a big week for cool Dallas retail concepts making their way to other cities. There’s Neighborhood Goods, which opened only nine months ago in Legacy West and counts Serena Williams as an investor. They’ll open up shop in New York’s Chelsea Market this fall, and just announced a third location on South Congress in Austin (along with the fact that they’ve raised $11 million in a new round of funding).

The new locations aren’t just about expanding Neighborhood Goods’ footprint—they’re about offering predominately digital brands more ways to utilize their affordable, brick-and-mortar platform. In Plano, brands have the space to experiment with merchandising. In Chelsea Market, where square footage is low and foot traffic is high, Neighborhood Goods functions as a discovery and delivery tool. It’s not clear what the draw will be for brands in Austin yet, but the 10,000-square-foot space will be in a new mixed-use building that’s housing Sweetgreen, Equinox, and Soho House. They shouldn’t have a problem getting visitors.

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