The Mall Camberley’s Successful PopUp Program
This summer The Mall Camberley tested out a clever new initiative: PopUp Britain. Why “clever”? Because it gave more than 15 online-only businesses a chance to see what life was like on the brick-and-mortar side of things. Four of the businesses have already taken the plunge and extended their stay.
The center’s management company, Capital & Regional, was the first shopping center landlord to support the initiative. Developed by StartUp Britain, it gave these online entrepreneurs a platform to grow their business and experience physical retailing. It was a good fit for Capital & Regional, which works to ensure its shopping centres adapt to the ever-changing behaviour of retailers and shoppers and The Mall Fund in particular is committed to supporting independent retailers.
“PopUp Britain provided us with the opportunity to support emerging businesses and local independent retailers by giving them the chance to engage with customers and build brand awareness,” said Glen Fulton, General Manager of The Mall Camberley. “The retail landscape is constantly evolving and it is exciting to be at the forefront of the market and help online businesses grow by taking physical space.”
Each retailer had a chance to ply wares like jewellery, homeware, handmade gifts and treats for two weeks, and the program as a whole ran for six.
“Trading in the PopUp Britain shop at The Mall Camberley was a fantastic experience, so much so that I asked to continue trading in the unit,” said Alan Moore, founder of Sass Boutique. “It was great getting to meet customers face-to-face and discover which items they liked best.”
