Taco Bell is jumping on the hotel-as-brand-marketing bandwagon by opening a hotel called “The Bell” in Palm Springs this August. The location will offer “exclusive Taco Bell menu items and plenty of surprises” meant for “superfans.” This certainly looks like a “lifestyle brand” positioning move in the same vein that West Elm and Shinola have done with their forays into hospitality outposts, though the latter brands have a more mature audience with larger disposable income. One thing to watch will be whether a fast food chain known for $3 chalupas is able to create a more elevated brand experience.

Best known for bringing the internet of things to high street, b8ta announced Tour, a new offering that lets DTC brands test their products in existing b8ta stores, as well as on a fully customized traveling roadshow. While past retail-as-a-service options have been limited to multi-brand stores or more expensive brand-exclusive pop-ups, this new offering marries the two, allowing brands to test multiple geographies at once and gather valuable data about optimal store formats.

Continuing its traffic-driving efforts, Kohl’s will begin accepting Amazon returns at all of its 1,150 store locations starting in July. Since 80% of Americans live within ten miles of a Kohl’s store, this gives Amazon the Walmart-like footprint it’s long been after as it strives to penetrate more of the mass market. What will be interesting to watch is if the system changes and staffing increases enacted to accept these returns will be paid for in additional sales for the department store.

Urban Outfitters will join a growing number of fast fashion retailers offering a monthly apparel rental subscription that pulls from both its owned brands and third-party products. The rise of the shared apparel economy is due, in part, to the new focus on sustainability, but fast fashion isn’t exactly known for high quality, durable construction. With multiple wearers, it will be interesting to see if Urban’s new subscription actually makes a difference in the amount of waste that is produced, or if it only helps to hide an ultimately wasteful outcome.