A Pop-Up Holiday: The Resurgence and Relevance of Brick and Mortar

What is evident, especially this year, is that many retailers are still working to find that balance between “cyber and cement.” Gap closed more than 200 stores while, in contrast, e-commerce brands such as Warby Parker, ModCloth, Birchbox, and even Amazon have invested in opening physical stores to complement their online experience.

The 2015 holiday season will see an interesting line up of uncommitted retail relationships – or pop-up shops. This month, in the aftermath of the company’s split from Sears, iconic brand Land’s End announced the opening of temporary holiday stores in New York and Boston. Electric car maker Tesla touted more opportunities for test drives with the opening of pop-up shops in more than two dozen U.S. cities. Mattel-owned American Girl announced the temporary expansion of their retail footprint in selected U.S. cities until January, and Rhone, a men’s activewear company founded in 2013, opened its first “foray” into brick and mortar with a holiday pop-up shop in New York’s SoHo neighborhood.

So, why are so many brands jumping on the bandwagon and opening new brick-and-mortar stores? Read more

Carl Prindle

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