Evening Herald: POPertee in demand as leading brands buy into flash retailing
With Christmas shopping trips all the go, pop-ups are, well, popping up all over Dublin city & suburbs. That’s where new kids on the block POPertee comes in – it’s a company that matches brands with pop-up properties.
Among the recent pop-ups it worked with were Sony Playstation in Dame Lane & Treasured Dolls in the Jervis Centre. Now, even the British Embassy is jumping on the bandwagon, with 30 lifestyle brands planned for the Ballsbridge residence next year. POPertee’s founder Lucinda Kelly says internet giants such as Google & Amazon are rolling out pop-ups to complement their online offers. In the UK last year, pop-ups accounted for €3bn in sales.
The POPertee concept is similar ot Airbnb. Landlords list properties for free on the site, then accept or decline businesses interested in the space. Pop-Ups don’t have to be vacant retail premises. Kelly said clients have set up shops in historic buildings, parks, warehouses and galleries. POPertee’s clients include global brands, artisan producers and craft makers. As with Tayto’s Cripsmas pop-up in Arnotts Department store, POPertee provides stores within stores. Such pop-ups attract a new type of customer and increase footfall, says Kelly.
POPertee has 50 properties on its brochure website at the moment but plans to increase the number with a new website in April. Since its launch last year, POPertee has been accepted on to three accelerator business programmes – Enterprise Ireland’s New Fronters, NDRC LaunchPad and AIB’s Start-Up Academy. Kelly said the company plans to launch soon in the UK.
Michael Cullen – Editor of Marketing – Evening Herald – 09/11/2016