Carnival of Soul

It’s only rock-and-roll retail but they like it.

The Rolling Stones, once the bad boys of rock music and now elder statesmen best known for their extravagant (and expensive) world tours every time their bank accounts dip below nine figures, are getting into the retail business.

As the rest of the world struggles with what to do with physical stores, the Stones announced that they will be opening their first retail outlet this September in London’s Soho district. Called RS No. 9 Carnaby — presumably the address — the store will feature all things Stone-like including apparel, accessories, rock-and-roll paraphernalia and, our favorite, special glassware developed with famed crystal resource Baccarat and, of course, engraved with the Stones’ iconic tongue icon.

The color scheme, naturally, will be the Stones’ signature black and red, the latter an official Pantone shade specific to the band. In case you were wondering, there will be merchandise tied in to the Stones Red colorway.

While the group’s original place in the British Invasion of the early 1960s was as the rebellious counterpoint to the nice boys Beatles, the Stones were one of the earlier musical acts in rockdom to tie in with branding and merchandising. By the 1970s the band was often touring under the sponsorship of one company or another and its products offerings went far beyond tour t-shirts and keychains.

But they are not pioneers in entering conventional retailing. In fact, as with many things in rock music, the Beatles were first. In the late 1960’s as the band was exploring new musical directions it also established a new corporate entity, Apple Corps (say it out loud), that oversaw its business pursuits, including recordings and videos. It also included Apple Boutique, an upscale retail store in London that of course sold Beatles merchandise. The group proved to be better musicians than retailers and they ended up closing the store in 1968, holding a memorable going-out-of-business sale where everything was free. Since then another company has done much better with stores under the Apple name.

Over the years, merchandising became a key part of the music business and tour pop-up shops have grown increasingly elaborate in the offerings. Many musical acts also set up online shops where fans could order apparel and other products in between tours. One of the more noteworthy examples is Bobdylan.com which offers the standard memorabilia but also Bob Dylan whisky and original artwork.

But the upcoming Stones store seems to take things to the next level. It has been developed with Bravado International Group Merchandising Services, a company that describes itself as “the leading global provider of consumer, lifestyle and branding services.”  Bravado, which works with a rather lengthy roster of musical acts from Adele and Billie Eilish to Aerosmith and Elton John, bills itself as being at “the crossroads of music and fashion.”

As for Mick and Keith and the boys, they describe the store as “an unrivalled experience for everyone to come to London and enjoy.”

And if you’re having a little trouble booking a trip to the U.K. these days and can’t wait, it’s reassuring to know that therollingstonesshop.com is up and running and selling many of the things you’re likely to find at the new store, from Goats Head Soup T’s ($35) to a She’s So Cold Blanket ($75) to a needlepoint coaster set ($75).

There’s even a Rolling Stones Lick Face Mask ($15)…though, somehow, we just can’t see Jagger wearing one.