- New York City, New York
- Friday, October 27
- 11:30 AM - 5:00 PM
- Hudson Yards Public Square and Gardens, New York, NY 10001
- Washington, D.C.
- Saturday, November 4
- 10:00 AM - 5:00 PM
- The Wharf (Market Square)
- 760 Maine Ave SW, Washington, DC 20024
- Miami, Florida
- Saturday, November 11
- 11:00 AM - 5:00 PM
- Miami's Design District - Sweet Bird North
- 95 NE 40th Street, Miami, FL 33137
Following this initial series, the company is heading to London’s Selfridges department store ahead of the holiday season, providing shopping opportunities from November 20 to December 22 and beyond.
Spanx isn’t the only online-only brand to expand into physical retail. Recently, toy company Melissa & Doug opened its first brick-and-mortar location in its 35-year history.
Pop-ups, however, have long been an established way to increase hype around a brand and expand direct-to-consumer (DTC) efforts via an exclusive, short-term appearance. Last year, Nike, for example, merged in-person shopping with digital experiences in an immersive, QR-powered retail concept in Seoul.
Additionally, Rao’s launched a New York City-based pop-up happening across three days. The “Saucery” marketplace allowed consumers to sample a variety of Rao’s offerings in a limited-time experience that also includes wine pairings and freshly grown produce and Italian herbs. This was also accompanied by a virtual component.
According to a Capital One survey, 63% of retailers open a pop-up with the goal to improve customer connection and 46% open a pop-up to introduce a new product. The company also reports that 32% of pop-ups are from e-commerce businesses and 28% of pop-up shops are from a mix of brick-and-mortar locations and e-commerce revenue.