How Pop-up Shops Bridge the gap Between ecommerce and Brick-and-Mortars

by Tracey Lindeman

Changing a store’s window display regularly is good retail business sense. But for Bref MTL, changing the display is the business.

The Mile End shop is an art gallery-store hybrid whose name is exactly right: Bref, or en anglais, “brief” — as in: in four to six weeks’ time these products will be gone, replaced by an entirely new assortment of curated goods. As the artisans and collections change, so do the theme and the shop’s decor. It’s like Etsy or Instagram came alive, opened a store and stocked it with highly photogenic items.

The concept captures what it is about pop-up shops that consumers like: A limited time to buy specialty items made by craftspeople and artisans. The ephemeral nature of Bref MTL is a motivator for shoppers to buy quickly — because once it’s gone, it’s gone for good.

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