Pop-ups pop for shops and so easily
Pop-up retailing has made big inroads for landlords as tenants embrace the idea of having a
short-term lease for quick and maximum exposure to shoppers.
Department store Myer embraced the new style of shopping last December, with
pop-up stores at Southern Cross Station (above) and Bondi Junction in Sydney.
The outlets sold an array of small gifts, from perfumes to handbags, with gift wrapping services to catch the late Christmas shopper. More are planned this year.
Lend Lease has had an 8 per cent growth in turnover since the beginning of the year and plans to increase offerings in all its shopping centres.
The model, previously known as "casual mall leasing", was traditionally identified as the new car being advertised in the middle of a shopping centre, or an untenanted shop filled with shoes and a spruiker on a public address speaker.
But as malls evolve to keep fresh, pop-up retailers are securing prime space in front of major tenants, busy thoroughfares and shopping centre entrances.
Lend Lease's national new business manager for pop-up retail, Sally Harding, says every spare space in a shopping centre is considered a prime location.
"Every area of a mall is available, such as a wall, which can be interactive, parts of the car park, the centre circle and along the walkways," Ms Harding said.