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...