If you’re starting out in business, the commitment of taking on an entire space may seem a little daunting, You asked us for smaller spaces and so we are happy to deliver. We Are Pop Up is working with shop owners to bring you easier access to spaces within existing stores, which are cheaper and allow a unique shopping collaboration for all involved. This style of Shop Sharing means a win-win experience for businesses and existing retailers.
For Isatu Funna, the Owner and Creative Director of Dar Leone, a globally inspired range of interior, homeware and lifestyle products, Shop Sharing makes complete sense. Having displayed Dar Leone at Trade Shows, Isatu wanted to extend her reach “ I really like the idea of pop ups because it gives you a less targeted audience and it’s much more randomised because it’s all about who is passing by.”
Through We Are Pop Up’s directory of Shop Share Spaces, Isatu was able to connect with Chris Shelley the Manager of Lanna, a Jewellery shop in Notting Hill. She visited the location and within the day both the retailer and tenant agreed to work together. Chris told us “When Dar Leone approached me I knew her jewellery designs would fit right in…I think it’s important to get that mix right, otherwise it’ll make the shop look a bit odd and won’t be a good selling experience for the pop-up.”
Collaboration is at the heart of what makes this initiative a success. Isatu and Chris worked together to ensure that the space was suitable for both their needs. Overall the experience was positive, although Isatu did have one top tip for future tenants: measure the allocated space properly before bringing products to the location. Her original display did not quite fit in the designated space but luckily Chris was there to assist her in working within the store to get the best results.
Chris happily recognises the value of Shop Sharing “It’s great fun to do and a win for both parties, running a shop is very expensive and so the pop-ups get good exposure without the commitments and the retailer gets new stock without heavy investment”. For Itsa the responsibility of your own business means having to think outside the box. “You can’t always afford a whole space in Central London because the daily rates are astronomical, so it’s a good way to start.”
The synergy between Lanna and Dar Leone has been a success with both parties open to Shop Sharing again. As the world of retail grows more competitive – with bricks and mortar stores vying for attention with online commerce – this new business collaboration helps provide growth opportunities for everyone involved.
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