Retail Midwest

Popping up all over? Pop-up stores are capturing shoppers' imaginations

The rise of popup stores,ph01
Luxury brand Tiffany & Co. has turned to pop-up stores, too, to launch its men’s line.

by Dan Rafter

Seeing more pop-up stores in your local retail centers? You’re not alone.

These temporary stores – which pop up for a short time before disappearing – are becoming more common across the country, especially during the holiday shopping season, according to a new report from CBRE. And this trend is only growing stronger, according to the brokerage.

In its 2019 U.S. Retail Holiday Trends Guide, CBRE reported that pop-up stores have become permanent fixtures in retail centers – a variety of retailers filling these spaces at different times of the year – with both traditional retailers and online brands turning to them as a way to attract the attention of sometimes fickle shoppers.

CBRE says that traditional retailers often use pop-up stores when releasing new products or showcasing inventory that it will only sell for a limited time.

Consider iconic luxury brand Tiffany & Co. As CBRE’s report says, this long-established retailer isn’t above relying on the pop-up concept. Tiffany & Co. launched its new men’s lifestyle collection in a 200-square-foot pop-up location at The Grove shopping center in Los Angeles. Lifestyle brand Goop – famously owned by actress Gwyneth Paltrow – opened its second pop-up since 2015 in Chicago’s River North neighborhood.

Then there’s the interesting case of Toys R Us, which declared bankruptcy and closed its stores in 2018. The company is now bringing its brand back as Tru Kids. In addition to relaunching its e-commerce platform in partnership with Target, the toy retailer cobranded two playland pop-ups with Candytopia in Chicago and Atlanta.

These pop-ups, dubbed Toys “R” Us Adventure stores, are especially creative, providing kids with an immersive 90-minute experience. Kids can play in a disco-themed Medieval castle, go on a safari, tackle a monster-themed obstacle course and build homes with the three little pigs. There is also, of course, an on-site gift store.

This experience isn’t free. Adults must pay $28, while kids from the ages of 4-12 cost $20. The Chicago version of this experience is located downtown near the city’s iconic Water Tower on Pearson Street near Michigan Avenue.