Originally known as “ guerilla stores ,” pop-up shops were popularized in the late 1990s , when fashion retailers began operating temporary retail spaces , moving neighbourhoods every few weeks . In 2002 , big box Target opened retail space for two weeks on a boat on the Hudson . The first iterations of the concept were temporary retail spaces operating in venues that could be something else tomorrow . Fourth Element , a UK diving clothing manufacturer popped down in 2015 , selling diving apparel from 19 feet under .
Retailers who primarily operate online , or fill a niche market can reach more customers and engage with their clientele in a dynamic manner when utilizing the pop-up shop concept .
The temporary and small nature of pop-up shops provides a lot of different opportunities . Multiple small businesses can connect to sync their customers , or offer products that relate to each other .
In Windsor-Essex , the “ store-within-a-store ” ideology is what you ’ ll find most .
Tim Marshall ’ s The Holistic Guy Foods has never known what it ’ s like to have a permanent location . Starting out as a Downtown Windsor Farmer ’ s Market vendor , Marshall connected with the owner of Robbie ’ s Gourmet Sausage Company , and a friendship was born ,
“ There are many connections between Robbie ’ s Gourmet Sausage Company and The Holistic Guy Foods ; sausage and sauerkraut ( respectively ) perhaps being the most obvious ,” said Marshall . Over the last year , the connection has expanded beyond convenience .
“ We ’ re just two guys that make everything that we sell . We care about what we do , and we are accessible to our customers every day . That is more likely the connection we have now , than sausages and sauerkraut .”
The Fear of Missing Out For retailers who don ’ t keep normal business hours , popping-up gives their customers a “ last chance ” feeling . The exclusive opportunity to get unique items , or to shop in person instead of online moves the routine act of shopping to a special event .