Stella & Minx pops up across Melbourne
…goodness, if ever there was a business making the most of pop up…
Last May local online fashion brand Stella & Minx dipped their toes into the wonderful world of pop up – initially with a trial at DFO South Wharf to see if “temporary retail” might work for them (which apparently it did). Within weeks they had expanded to another store at Westfield Doncaster and then over to DFO Essendon by September. Each of those stores traded well for a couple of months, then packed up… all part of a new strategy by the brand to launch into new locations, build customer awareness and expand their database.
In January this year they started with a new pop up location (on the edge of the CBD) – and this week they’ve opened another 2 new stores… that’s 3 trading across Melbourne right now !
As commented back in September… “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 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 !”
Spencer Outlet Centre – Spencer Street Docklands
Eastland Shopping Centre – shop G43, Maroondah Highway Ringwood
DFO Moorabbin – shop G110, Centre Dandenong Road Moorabbin Airport
Images : Stella & Minx
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