Managing heritage brands: A study of the sacralization of heritage stores in the luxury industry

•We analyze the characteristics of heritage store and their role in the management of heritage brand.•We show how managers sacralize store heritage to nurture the value proposition of the brand.•We outline the implications for retail marketing in developing and maintaining the sacredness of heritage stores.•Heritage stores are sacralized on specific Places, by managing Myths, Rituals and Prohibitions.

We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand׳s identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We show how managers sacralize a store׳s heritage to nurture the value proposition of the brand. Our analysis yields new insights into retailing, introducing the concept of the heritage store and emphasizing its sacralizalization. We outline the implications for retail marketing in developing and maintaining the sacralization of heritage stores.