Pop-up stores are... well, popping up

Pop-up stores are... well, popping up
Founded by design veteran Alfie Leong, the W.E. launched its second retail pop-up store.

SINGAPORE - The pop-up store, a reinvention of the traditional brick-and-mortar shop, is now the go-to for shoppers looking for a different retail experience this festive season.

These temporary shops, which can be in shopping malls, offices and even hotel rooms, stay open for as short a period as a day to as long as six months.

They sell everything from books to clothing and have proliferated, said retail experts MyPaper spoke to.

Owner of Singapore-based fashion label Whole9Yards, Ms Widelia Liu, 26, opened her first pop-up store at restaurant House @ Dempsey last month.

Her aim was to expand the newly launched business' reach, she said, adding that the brand is currently sold only online.

"We're experimenting with different ideas, including retail and interior-design ideas," said Ms Liu, adding that the 10-day pop-up store was packed on launch day.

Publisher Epigram Books converted its office premises in Toa Payoh into a Christmas pop-up store earlier this month.

The two-day event, which featured new releases and discounts of up to 80 per cent, was well received, said its chief executive, Mr Edmund Wee, 61.

"As a publisher, it's not easy to be noticed in a major bookstore. Hopefully, the pop-up store helped introduce more people to our books," he said.

Multi-label boutique Retail Therapy also held a year-end Christmas pop-up sale, in a suite in Regent Hotel last week.

Co-founder Dora Wong told MyPaper that the business has become primarily a pop-up store since the closure of its two physical shops in Orchard in 2011.

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