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Jun 19, 2018 by Tom Ryan Pop-Up Shops, a startup describing itself as Match.com for “spaces and brands,” is looking to connect entrepreneurs looking for a short-term lease with property managers seeking to fill vacant storefronts. With the platform working like Craigslist, landlords...

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Jun 19, 2018

Tom Ryan

Pop-Up Shops, a startup describing itself as Match.com for “spaces and brands,” is looking to connect entrepreneurs looking for a short-term lease with property managers seeking to fill vacant storefronts.

With the platform working like Craigslist, landlords are able to sort brands they may invite to “pop up” in their space by type of brands (author, demo, online business, regional brand), type of products (apparel, books, food & drink, etc.) and by minimum or maximum average sales. Once they make their selections, a list of brands filtered to their criteria can be viewed.

The landlord can then view profiles of potential pop-up brands, see ratings from other landlords and send a private message if interested.

Brands, startups or marketers interested in doing a pop-up seek out available spaces. They can search in a certain part of a city by type of space (event space, kiosk, outdoor area, etc.), pricing, square footage as well as wide range of amenities (counters, fitting rooms, etc.). A list of recommended spaces comes up based on the criteria selected with additional information on each space along with reviews of landlords. A private message can then be sent to any landlord contact.

Popup Shops Walkthrough from PopUp Shops on Vimeo.

The site’s potential bets on the notion that short-term leases, while a regular occurrence over the years with seasonal Halloween and Christmas shops, are becoming much more common. Pop-ups can serve as a key traffic driver for malls or even strip malls and lifestyle centers. Brands can use pop-ups to raise brand awareness or test new products or real estate potential. Temporary spaces are also being used for a wide range of marketing purposes.

“Pop-up shops are what will entice shoppers to get off Amazon and head to experience a brand in-person while it’s in town, whether it’s a pop-up restaurant, traveling Instagram museum or new-agey yoga class,” co-founder Barry Goldware told Houstonia Magazine.

Currently available exclusively in PopUp Shops’ hometown of Houston, the platform plans to expand to more than 40 major cities within the next 18 months.

DISCUSSION QUESTIONS: Do you see a tool such as PopUp Shops being beneficial for both landlords and prospective popup tenants? Do you see more benefits than drawbacks for landlords who reserve more space for pop-ups?

Braintrust

“Pop-ups serve to create newness, curiosity and continually offer different products which resonate with today’s shopper. “

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