Stella & Minx pop up again
…they’re still at it… (the pop-up bug bites hard !)
Four months ago (10th May) we posted a mention that local designer label Stella & Minx had opened their first store, at DFO South Wharf. Then on 5th June we announced a second pop up, over at Westfield Doncaster… Both shops have now closed (other tenants will be moving into those spaces very soon) – but that doesn’t mean they’ve stopped doing pop up retail… ‘coz they’re up and running again already !
Just last week Stella & Minx opened a 3rd pop up store – this time across the other side of town at DFO Essendon.
Previously I’d suggested the Stella & Minx team had caught the pop up bug – which now seems kind of an under-statement… This is more than an experiment for these guys… it’s obviously a tried and proven strategy. They’re making the most of the opportunities offered by different locations, reaching a broader mix of customers and “trading” on the mystery / excitement / urgency of their temporary stores. Not only are they having retail success with their pop up shops, Stella & Minx has got the process down-pat…. search for the next store, move in their stock and fittings, unpack and open the doors !
Shop G038, DFO Essendon
100 Bulla Road, Essendon Fields
opened last week….
10am to 6pm every day
Images : Stella & Minx
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