POP & PLAY: RETAIL STORES ARE CROPPING UP IN UNEXPECTED PLACES
- Published On:
- Sunday, March 18, 2018
Pop-up shops have become one of the hottest retail trends of the past few years as the retail landscape transforms and brands seek new ways to connect with shoppers. In fact, the National Retail Federation and Forrester’s recent State of Retailing Online study shows 24 percent of online and brick-and-mortar retailers are testing pop-up stores. Even the biggest names in fashion are experimenting with the concept, creating limited edition pop-up shops with surprise celebrity appearances, like Diesel recently did with rapper Gucci Mane.
Pop-ups are great for both retailers and owners – retailers can try new concepts virtually risk-free, while generating ancillary income for owners and drawing crowds to shopping centers. Here at Kimco, we’ve introduced our own pop-up leasing program called Pop It Up Here!, officially launching March 19. With Pop It Up Here!, brands looking for a short-term opportunity can easily browse our available selection of pop-up ready units to find the perfect fit.
Most people think of seasonal retailers when they think of pop-ups, but that’s no longer the case. Many retailers find the freedom of a shorter-term lease appealing and like to hop from center to center to reach new customers. Some pop-up shops are only open for a day or two! With a focus in mostly urban markets and malls, pop-up shops have become a way for tenants to test market ideas, create a customer following, or transition from clicks to bricks without the liability of a long-term lease.
As is normal for retail, vacancies within our portfolio appear from time to time. Pop It Up Here! was formally developed after identifying pop-up ready vacant units in Kimco’s shopping centers. We have a pool of inventory in operable condition, ready to lease to short-term retailers. This new program will more easily identify and lease smaller pop-up shops within our portfolio, whether to an offshoot of a major seasonal retailer, like Spirit Halloween or Everything Christmas, or a small hyperlocal business owner looking to get in front of some fresh faces.
To start, this program will be rolled out across 13 of our shopping centers in Denver; Dallas; the San Francisco Bay Area; Phoenix; Bellevue, Washington; and Wilton, Connecticut. We identified these centers as particularly conducive to pop-up stores, as they often have special events that drive extra foot traffic or are located in areas where Kimco has more boots on the ground to facilitate leasing and operations.
Are you looking to host your own pop-up shop? Visit www.PopItUpHere.com and look through our searchable marketplace to find the space that’s the best fit for your idea. Or contact Jenny Westbrook, Managing Director of Specialty Leasing, at email@example.com or (704) 362-6124.