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TOMS pops up, just once


pop up, with a conscience…


TOMS is a little over halfway through its Melbourne pop up experience of 5 weeks… selling a few pairs of shoes and glasses… but also telling a great story. TOMS is the US brand with a genuine sense of corporate responsibility – sourcing their products from sustainable materials and manufacturing practises, supporting employees and communities… and matching every purchase with a similar pair donated to persons in need.

For every pair of shoes sold, the TOMS One for One program donates one pair to children in need in over 60 countries. For each pair of glasses sold, the program donates a pair to help restore sight, in more than 13 countries.

The Melbourne pop up is being done in conjunction with The Wise Foundation, supporting community programs in Australia and East Timor. The day I visited the store there were several shoppers browsing the products but also asking the staff (volunteers) about the One for One program and broader philosophies of the brand. When I asked if this was something of a trial for TOMS in Australia (soon to be rolled out across the country ?)… the answer was err, no probably not, this might just be the one and only !

But who knows, I say this style of pop up retail certainly has a place in our community. The TOMS store is a good example that pop up doesn’t have to be all-about cash sales and hard corporate marketing, it can be also be a powerful means of communicating a softer (but relevant) message…


What –

TOMS pop up, supporting The Wise Foundation


Where –

corner of Flinders and Manchester Lanes, Melbourne


When –

now open, until 8th October

Monday, Wednesday & Saturdays, 10 till 5pm

Thursday & Fridays, 10 till 6pm


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