Pop-up businesses open
NEW YORK — Here today, gone in weeks — pop-up shops and temporary stores are back for the holiday season.
At Christmas Lights Etc.'s Atlanta showroom, the public gets to shop for about a month and a half, browsing the high-end Christmas trees, lighting and other holiday decorations. The temporary store pulls in additional sales and the company finds it's good marketing for its core business of selling online and to commercial and wholesale customers.
Small business owners increasingly use pop-up shops as promotional tools and test labs for merchandise. Manufacturers, designers and online retailers use them to decide whether to open a permanent physical store.
A pop-up store was part of the startup plan for Zady, an online clothing and home goods retailer that launched in late August. Owners Maxine Bedat and Soraya Darabi chose a high-profile location, in the Delta Airlines terminal at New York's LaGuardia Airport. The store operates from Nov. 4 until Jan. 4. They wanted to get feedback about their merchandise.
“We have all sorts of metrics to see what customers are doing on the website, but nothing compares to actually seeing them interact with our products,” Bedat says.
Janet Holian opened a pop-up in Boston to see whether Gemvara, her online custom jewelry business, would succeed with a physical location. The shop opened in a vacant store on Nov. 3 and will operate until Feb. 15, longer than most pop-ups, to take advantage of Valentine's Day.
“I wanted to see whether people needed to actually touch or feel the jewelry or meet us,” Holian says.
Her instincts were right. Women want to see the merchandise and meet the people selling it. Men who are shopping for jewelry that can cost in the thousands of dollars want to be sure they're buying from someone reputable.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.
- Highmark’s new REMWorks Sleep Store will sell sleep apnea equipment
- Roundup: WesBanco to acquire ESB Financial for $324M; PNC to replace credit cards used during Home Depot breach; more
- Profit falls at vitamin retailer GNC Holdings in third quarter
- Kennametal profit, sales improve in 1Q, but forecast reduced
- Toyota Yaris adds French flair for ’15
- Pittsburgh area job market improves; jobless rate falls to 5.2%
- Range Resources reports $146M in Q3 profits on record Marcellus production
- Hedge funds sue to block EDMC deal
- Apple CEO Tim Cook: ‘I’m proud to be gay’
- Bayer profit edges higher, raises forecasts