Local fashion house expands via pop up… in Los Angeles
An Adelaide fashion retailer is teasing (and testing ?) their customers with pop-up… ahead of a new US store.
I was pleased to see a headline* last week, announcing an Australian retailer had opened a pop up in downtown Los Angeles… expecting to read news of another clever Aussie high street giant taking on the US market. And then even more curious as the brand wasn’t familiar to me… must admit I’d never heard of BNKR…
Some quick searching reveals BNKR started in 2007 – now offers a wide range of fashion items and accessories on line, has a healthy social media following (around 75,000 fans on Facebook, more on Instagram !) and their only bricks and mortar store (until this month, when their pop up opened) is a swish new shop in Adelaide’s Rundle Mall.
The Los Angeles pop up has opened whilst work continues on their permanent store – due to open later this year, also in downtown LA. If executed successfully, the pop up shop will serve more than one purpose for BNKR – not only as an announcement to locals that the brand has arrived and that they’re keen to meet new customers… (the front window signage says “G’DAY LA”)…it should also generate anticipation of the new flagship opening (there’s more a PR story to tell if the brand is already “on the ground”). The pop up experience will be good exercise in preparation of the flagship launch – as a trial of the BNKR range to see what works best in California, employing and training staff, testing their logistics and processes… a kind of “soft launch” to ensure all aspects of the business are set for an impressive grand opening.
*source : California Apparel News
images : California Apparel News and BNKR
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