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Pop up has helped this eyewear business


From rather humble beginnings… Bailey Nelson has grown to a successful (prolific) retailer.

Not so long ago really (a little over 3 years ?), a new eyewear business arrived in Australia… set to take on the mighty majors. Bailey Nelson launched with a limited range of retro-inspired spectacle frames, selling standard single-vision optical and sun lens from an amazing $95. Of course they’ve added to that range over time, now offering a greater selection of uber-cool eyewear… but still faithful to their original styling genres and keen pricing. They do admit (in their own marketing…) that it’s all kinda nerdy !

I first came across Bailey Nelson in their original Melbourne store (Greville Street Prahran) late in 2012, and also saw them at the Big Design Market that December… Before long they were looking to expand their retail reach with another store… and used a perfect “collaborative pop up” model to open within the CBD – see our article from April 2013. I think they stayed on at that initial Melbourne Central location for a few months – sharing with other, complementary brands. Since then, they’ve had several more pop ups within Melbourne Central – one used a simple collection of cardboard boxes as display units, another was immediately adjacent to their newest store (that pop-up was their temporary home while they refurbished and expanded into the space next door)

Over time Bailey Nelson has opened many more permanent stores and settled into major retail destinations around Australia (and internationally…now New Zealand, Canada, UK…) – often within the premium shopping centres but also along popular retail strips. Their stores (of the several I’ve visited…) are designed to be welcoming and non-threatening, the staff are relaxed, friendly and knowledgeable – which is all very important when it comes to choosing new glasses ! I should know… there are several Bailey Nelson frames in my own collection (and I’ve referred many friends and family !)

A quick browse of the international Bailey Nelson sites shows they’re still employing pop up (a Gastown, Canada pop up last October, and Canary Wharf, London in November) – using temporary stores to harness social media interest and expand their customer base through collaborative retail events…

Check out the range of Bailey Nelson eyewear here – and find any of their 13 permanent Australian locations ! (currently 7 in NSW, 4 in Vic, 4 in Qld and 1 in ACT)

Bailey Nelson FI

Bailey Nelson specs

Bailey Nelson pop up Melbourne Apr'13

Bailey Nelson pop up Canada Oct'15

Bailey fans (The Pop Up Guy & friend) - Sydney Dec'13


images : Bailey Nelson,, The Pop Up Guy


One comment to "Pop up has helped this eyewear business"

  1. Bev 19/01/2016

    WOW, love that photo!


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