The rise of the pop-up store

  • 03-Dec
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  • Natasha Colyer
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  • Customer Stories
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In a time where fashions and trends are continuously changing, it’s only natural our shops do the same. With internet shopping at an all-time record, high streets have never been more volatile for shops – particularly small businesses. Taking risks with long-term lets and permanent stores are just too much of a risk, with a large expenditure and no guarantee of return. But this shouldn’t mean customers miss out on the chance to get to know smaller brands – to discover those that would in another time have resided on the high street, when overheads and internet competition wasn’t astronomically high.

Because for customers to actually immerse themselves in a brand, see and feel the products in person and discover new businesses is such an important part of a shopping experience and one many don’t want to forego. While shopping online is easy and convenient, you never get to see who you’re buying from and there are all too many instances of items arriving and being a let-down compared to what was expected. And this is where pop-ups come in. The best of both worlds, they are a saviour for small businesses, allowing them to meet and entice in new customers, and great for potential buyers to discover and actually experience the products in front of them.

Pop-ups are great in so many aspects. Unlike an online shop where you sit behind a computer, mindlessly clicking and scrolling, customers are engaging and enjoying what they are doing. Many take the opportunity with a pop-up to make the space look memorable and exciting, plus the people who are working there genuinely care about and are invested in the store’s success – something which is likely to rub off on visitors.
The spaces also lend themselves to events – whether it’s something such as a demonstration or a talk by an expert, they draw customers in, enhance the experience and add another dimension to shopping.

Many pop-ups are in already existing shops or units, so can also help to bring foot traffic to other nearby stores and businesses. If a well-known pop-up or brand is heading round the country, not only do they benefit from new custom, but their reputation will help draw others to explore the area and other shops when they mightn’t have even ventured out of the house or into that department store or street in the first place. Some well-known high-street stores (such as certain Topshop or Debenhams stores) offer dedicated space for pop-ups that stay for a certain amount of time. This helps both businesses’ in turn and aids in profiting from the brick-and-mortar marketplace rather than just online.

And pop-ups are moving on from just being in department stores or units. You only have to check out pop-up store mastermind Appear Here to see the vast array of choice on offer. There are now pop-ups in underground spaces, office buildings, phone boxes and art galleries. The pop-up sector is a business’s playground – and the unique and innovative ways you can get immersed in it only makes it more exciting. Where would be your ideal space to have a pop-up? And how would you create it? There are many places you can find a pop-up space for your business, here are just a few suggestions:


My Icon Story are at Debenhams in Brighton until Saturday 7th December to celebrate our Christmas range and get to know some of our customers ourselves! Find us on the 1st floor in the Gift department and see a slice of My Icon Story for yourself…

Design your own My Icon Story in store on our iPad and order personalised Natural History Museum name prints for the children.

My Icon Story popup shop Love Hearts display in Debenhams Brighton

Share the love with a loved one this Christmas and choose one of our new Love Hearts Expression blocks. Positive happy vibes for all!

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