Pop-up retailing takes a new direction
BY KAREN GRAM, VANCOUVER SUN AUGUST 17, 2010
A Vancouver retailer is taking the pop-up store phenomenon to a whole new level, offering brands the exclusive use of a Gastown storefront for six-month stints.
Pop-ups have helped brands get exposure and build excitement in consumers by their temporary nature, but Eric Dickstein, co-founder of Times Profile Shop, says pop-ups can be too temporary and limiting.
The collaboration he offers will allow the brands to showcase their entire collection in the way the brands have envisioned it.
Then, six months later, the shop, at 231 Cambie, will completely redecorate and retrain to articulate the philosophy and branding message of a new product.
"We are like the captains of the ship, but the route has been given to us [by the brand]," he says.
The store is scheduled to open today, showcasing Montreal's Naked and Famous Denim.
Dickstein, who co-owns dutil denim and has been a retailer for many years, says he and his partner hope to attract the producers of all kinds of products -- smart phones, beverage companies, electric cars, fashion and anything else he and his partner feel passionate about.
Dickstein says it hasn't been done before, and the concept has the potential to change the way marketing is conducted.
"I actually think this could be massive," he says, adding he'd like to open similar shops in five major cities.
"Can you imagine the exposure for a company that is on the cusp of making it big and now they can be in five cities?"
Already, Times Profile Shop has contracts lined up for the next three years including Earnest Sewn, a sophisticated clothing line, and Paul Smith Eyewear.
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