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Short term shops pop up all over Melbourne


Pop up shops are an “evolution in retail” says ARA boss Russell Zimmerman.

Melbourne’s Herald Sun newspaper discusses the success of high-profile pop up shops, and how local brands are joining the “short-term shop trend”.

The article was published on-line, at HeraldSun.com.au – short term shops pop up all over Melbourne (16th December, 2016)

image : Herald Sun masthead



The whole article :


Short term shops ‘pop-up’ all over Melbourne after Kanye West and Heston Blumenthal success

Tamsin Rose, Herald Sun

December 16, 2016 3:09pm

Subscriber only


POP-up shops have been seen as the pesky younger sibling to permanent retailers, swooping in and stealing customers with none of the grit.

But the short-term stores — made popular in Melbourne by the likes of rapper Kanye West and celebrity chef Heston Blumenthal — are here to stay.

“It is more of a change than a trend, ”Australian Retailers Association executive director Russell Zimmerman said.

“It is an evolution of retail.”

West sent fans into a craze when he opened a short-term store on Brunswick St in Fitzroy in August, selling designer hoodies and T-shirts.

The rapper had previously launched his pop-up Yeezus store along South Yarra’s Chapel St in 2014, making a brief appearance with wife Kim Kardashian.

Blumenthal saw huge success with his Fat Duck restaurant pop-up, booked out at Crown Towers last year.

Local brands are now jumping on the bandwagon with Melbourne-based online labels Sister Studios and Tully Lou the latest to join short-term shop trend.

For Sister Studios, a Brunswick-based fashion label, pop-ups give them the chance to connect with customers.

Friends and co-designers Emma Cutri, 26, and Alice McIntosh, 25, started their brand last year as an online shop but wanted to try a physical store to give their fans the chance to try before they buy.

It’s been so profitable, they’re planning to ‘pop-up’ again.

“Everyone is less hesitant to purchase the pieces because they can try it on. We can fit them, recommend things — they get the full Sister service,” Ms Cutri said.

“It’s such a nice hype when it’s for such a short period so you can put a lot of energy into it and people feel that and get excited,” Ms McIntosh said.

Founder of popUPshops Melbourne Scott Williams said it wasn’t just online brands opting for the short-term shops.

“When Pop-ups first appeared eight to ten years ago there was a lot of suspicion from permanent retailers but now a lot of permanent retailers are introducing pop ups as well,” he said.

“There is a bit more confidence in an online brand if they do appear physically sometimes and it is good for their credibility.”