The pop-up: Why some Internet-born businesses are setting up corner shops

This article explores the pop-up trend in the US and what pop-ups can achieve for companies, it argues that they very useful for 'testing the waters', helping companies gauge demand and assessing locations.

The pop-up: Why some Internet-born businesses are setting up corner shops

Ryan Dinger

So what is it about this seemingly contradictory retail strategy that is drawing in digital brands that previously existed solely online?

This is just a test

The pop-up store trend started in 2003 when early iterations, such as the eBay Showhouse and Target's floating store on the Hudson River, began appearing around the U.S. and abroad. Since then, there has been an undeniable attraction to these retail oddities among consumers, and that customer infatuation has made the strategy intriguing for retailers. A number of online retailers have...

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