Rebecca Fitts

Founder Double03 Retail

Rebecca Fitts has spent more than 20 years figuring out where retail is headed next.

After helping build physical retail strategies for companies including Warby Parker, Leap, Alvarez & Marsal Property Solutions, Brookfield Properties, Westfield, and General Growth Properties, she now advises brands, retailers, and developers through Double03 Retail while writing The Wild West of Retail Substack, where she explores the future of physical retail, consumer behavior, and the rise of the Discovery Economy.

Rebecca's work focuses on helping brands rethink physical retail—from first stores and pop-ups to hospitality partnerships, mixed-use destinations, and new distribution models. She is also the founder of Irwin Road, a members-only retail salon that introduces emerging luxury brands to influential consumers through curated experiences inside private clubs, bringing together discovery, community, and commerce.

She splits her time between West Palm Beach and New York City, where she's usually exploring independent retailers, uncovering emerging concepts, or paddleboarding with her husband.