Storefront applies pop-up philosophies, and picks up the opportunities
This is a very active (and clever) business for pop ups !
In a little over 12 months, Storefront has achieved a great deal for pop-up stores in the US – essentially connecting vacant spaces with short-term tenants – but also supporting the wider pop up industry with many valuable hints and contacts. This is one business which has certainly grasped the concept and potential of temporary installations (and the role they can play in today’s marketplace) – but also made great use of the same opportunities which have enabled the rise of pop up.
Storefront has used several contemporary applications to launch and expand its reach… They are prolific on social media – posting regular articles on the Storefront blog, 7000 Tweets (many more added daily), 9000+ likes on their Facebook page, also posting on Pinterest and Google+…. recently participating in an on-line, live Q&A with The Guardian in Britain… and also securing US$1.6million in seed funding to finance its expansion and employ more staff.
Social media, online activity, seed funding… all very relevant in the new world of pop up retail !
On a grass-roots level, Storefront has produced a handy summary for starting out in pop up. The Ultimate Guide to Opening a Pop-Up Shop is a free ebook, available just by registering online. The guide is fairly concise (34 pages) but crammed with facts and hints – and not only relevant to the US pop up market, as most of the suggestions are also applicable to our Australian pop up industry. Similar to other guides we’ve reviewed here (see pop up retail report from Australia and links within that post), this document discusses the processes and considerations of securing a location, permits and insurance, creating the physical environment, the planning and logistic considerations of suppliers, contractors, staffing and marketing…. Several case studies are quoted, along with comments from their “growing community of pop-up shop people” – all very positive and committed to the cause.
As are Storefront – this is certainly a pop-up business to watch !
Featured image : The Ultimate Guide to Opening a Pop Up Shop, by Storefront
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