News and Events
Landlords Hope Pop-Ups Will Turn Permanent in 2010
Is there a place for permanent pop-ups?
Oct 13, 2010 Retail Traffic Online Elaine Misonzhnik
As the 2010 holiday shopping season draws near, retailers have started rolling out ambitious pop-up store campaigns to take advantage of empty mall corners and drive up holiday sales revenue.
In the past few weeks, Toys ‘R’ Us, Borders, Build-a-Bear Workshop and Harry & David, among others, either announced plans to increase the number of pop-up store openings from last year or to foray into pop-ups for the first time. For their part, landlords hope all this pop-up activity will lead to permanent lease deals.
Retailers have to be careful, however, that pop-up locations offer them an accurate view of how permanent stores would perform, says Eileen Mitchell, executive vice president with RCS Real Estate Advisors, a New York City-based retail real estate consulting firm.