The 276: pop-up world {Volume 2 Edition 1}

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While traditional retailers have started with brick-and-mortar followed by an ecommerce presence, those that started with an online-only approach, known as digitally native brands (DNBs), pioneered a new omnichannel shopping path to early growth. Many are now turning to physical locations to help expand their potential success. This incredibly important shift provides exceptional growth for DNBs like Warby Parker, Allbirds, Everlane, and even Amazon, to name a few, as it offers broader omnichannel touchpoints.

The result of DNBs entering brick-and-mortar means more optionality, more diversity and an infusion of fresh retail perspectives into the mix. For locations that can attract these rising chains/brands, the effect could be significant. As a result, expect attracting top-tier DNBs to be among the key trends of this year.

• GTA, Toronto Downtown Core | Popular toy company seeking approximately 15,000 sq. ft. in the Toronto downtown core or GTA for a 2-month interactive pop-up event.
• Montreal | Seeking 1,000 sq. ft. in downtown core for an ice cream pop-up shop.
• Throughout Ontario | A sales center is looking for multiple 1,000-2,000 sq. ft. locations in central (street locations) and rural (strip malls or enclosed malls) markets for 6-month pop-up sales offices.
• Toronto | Tropical indoor plant company seeking 1,000 sq. ft. on Queen West, Ossington or other high traffic areas.
• Washington Metro Area (USA) | A fashion brand is seeking 400-1,000 sq. ft. in DMV.

 

The latest offering from pop-up go

The latest offering from pop-up go, projeX by pop-up go is a virtual pop-up marketplace and online shopping destination that connects consumers to a diverse variety of small businesses, boutiques, and local retailers, allowing them to discover high-quality, exclusive, and exciting finds. Brands can sell directly to consumers, create virtual pop-up stores, or host digital experiences – all in one place. It’s a great way to launch a new product, test a new concept, or build an online presence.

Interested in being one of the first brands on projeX? Apply now!

In summer 2021, Ulta popped-in at dozens of Target locations and Sephora opened an initial 200 pop-ins within Kohl’s. Kohl’s CEO Michelle Gass recently stated that the Sephora pop-ins were driving “extraordinary growth” in the company’s beauty business and boosting average unit sales in the category. Additionally, they found that 25% of the pop-in shoppers were new to the chain and that the locations with pop-ins had higher growth in visits than stores without. The same patterns were experienced with Ulta’s pop-ins.

“Pop-ins offer the the advantage for larger stores to focus mainly on the customer’s experience, offering a curated assortment of products that can rotate frequently. Furthermore, brands can target certain segments based on location and align merchandising accordingly,” stated Linda Farha, Chief connector at pop-up go.

#Insight: Pop-ins tend to have a significantly higher median length of stay.

More and more retailers are showing their willingness to test new concepts in new markets as a means to better optimize their overall ability to reach customers. Expect these tests to drive wider adoption and interest in pushing new boundaries – especially for more established retailers looking to diversify their mix.

Landlords: Add properties to the pop-up go site.