What is a pop-up shop? A retail pop-up, also called a pop-up shop, pop-up store or temporary retailing, is a temporary retail space rented or leased by a business that sells some type of retail good or service. Permanent retailers will “pop up” to test a new market or a new concept, digital natives will “pop up” and try shopping malls, and there are even pop-up markets such as Maker’s Markets. Pop-up shops help brands expand into new selling formats, reach new audiences, and test different markets.
Pop-up shops have a variety of uses and benefits. Uses for pop-up shops can include increasing awareness for a new product launch, introducing a brand collaboration or another specialty promotion, or even just creating an interactive and exciting way to include brand awareness.
A pop-up space provides a retailer with a short-term opportunity to test a concept in a mall without a long-term commitment. Overhead costs are less than a permanent, long-term lease. Businesses have the ability to test market a product, receive consumer insights, and utilize these insights to drive further business decisions. Brands can benefit from pop-up shops and retail pop-ups by utilizing a unique space to better connect with consumers directly, by increasing product purchases, and even by promoting brand awareness in person. Businesses both big and small can obtain and benefit from pop-up store rentals and mall pop-up shops.
You can find pop-up shops to rent for a range of time periods, from as little as two or three days to as long as one or two years. They are often strategically located with malls and shopping centers, allowing for exposure to a high volume of shoppers. Pop-up shop leases are often less costly than the price of renting a store via a general retail lease. Pop-up shop leasing will vary depending on location, size, time of year, and other factors. Pop-up shop rent prices vary depending on a variety of factors including specific property or mall, length of term, time of year, type of merchandise, type of space, size of space, and location.
Looking to grow your business? Opening a new store can feel like a risk, but short-term leasing can help to create brand affinity with a lower investment. Brookfield Properties' retail design team can even provide conceptual renderings and design assistance to aid in the creation of your pop-up shop.
Activations can be hosted at one location or at a number of properties. Explore our world of pop-up leasing below and on Instagram, and reach out to learn what's possible for your business.