---
id: "entity-sunday-citizen"
type: "entity"
entityType: "organization"
canonicalName: "Sunday Citizen"
aliases: []
source_timestamps: ["§ The Store as Demand Generation and Brand-Building Engine", "¶2"]
source_title: "The Comeback of the Physical Store—and What It Means for Your Business"
source_url: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
tags: ["home-goods", "dtc-pivot"]
related: ["concept-store-as-demand-engine"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-114-comeback-physical-store"
sourceUrl: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
sourceTitle: "The Comeback of the Physical Store—and What It Means for Your Business"
---
# Sunday Citizen

**Case study — tactile benefits require physical trial.** Sunday Citizen, founded by Mike Abadi, started as a pure DTC brand in 2019 but has pivoted to selling through physical stores. It uses physical retail to communicate tactile benefits that cannot be conveyed digitally — specifically the extreme softness of its blankets. As the founder notes, 'A picture can only go so far. People need to feel it.' The brand exemplifies the store as a [[concept-store-as-demand-engine|demand-generation and brand-building engine]], where in-store touch builds the confidence that later converts online.