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October 1st, 2013LL Bean, Nordstrom Flex Pop-Up Strategy

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by Sarah Mahoney
MediaPost.com

“While pop-up stores have been around for a long time, they will begin to play an even more critical role in the future,” retail consultant Doug Fleener tells Marketing Daily. “As more sales are done online, physical pop-ups offer new ways to connect with consumers and build buzz.”

Nordstrom is reportedly initiating a program called Pop-In @ Nordstrom, which Women’s Wear Daily describes as “an ongoing series of themed pop-up shops in eight Nordstrom stores and on nordstrom.com.” Ranging in size from 450 to 1,000 square feet, WWD says the first Pop-In will celebrate all things French, stocking a section of vintage Chanel and other designers, as well as items from Merci in Paris, a store that donates 100% percent of its sales to Madagascar. (A spokesperson for Nordstrom declined to comment.)

And L.L. Bean opened a Boston pop-up shop just briefly, driving its Bootmobile down from Freeport, Maine headquarters. Its shop, at a two-day event designed to showcase American craftsmanship, showed off its stitching prowess, and offered shoppers the chance to buy some 60 varieties of its namesake boot.

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