Patricia Norins

Co-founder · Blue Butterfly

Widely recognized authority on retail who has spent more than 30 years helping brands turn smart marketing into loyal customers and stronger sales. A fourth-generation retailer, Patricia began her career in her family’s retail business, which operated more than 300 seasonal kiosks across the United States. She later founded two retail trade publications, Specialty Retail Report and Gift Shop Magazine, authored Ultimate Guide to Specialty Retail, launched SPREE, the world’s largest specialty retail conference, and created educational training programs for retailers and specialty leasing professionals, building a multimillion-dollar media and events company. The company was named to Inc. magazine’s list of fastest-growing companies before being acquired by the International Council of Shopping Centers. She also served as a spokesperson for American Express’s Small Business Saturday and has appeared on stages around the world, sharing how retailers can use storytelling-driven marketing and customer experience to create meaningful connections that turn shoppers into loyal fans and customers. Today, Patricia is the co-founder of Blue Butterfly, a strategic consultancy that helps retailers and property owners unlock new growth opportunities through innovative retail concept development, retail real estate expansion, store optimization, and creative leasing strategies that bring new energy and experiences to shopping centers. She is also a partner at IndERA, which helps retailers and brands grow through digital marketing strategy, social media advertising, local search, education, and a collaborative community designed to help retailers learn, connect, and grow.

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