Pop up stores have become a powerful industry tool, used by brands who are looking to test out a new market without risking a full-scale investment.
One brand which has exemplified the power of the trend is Von-Röutte, an Australian label which specialises in footwear and luxury apparel for men and women. The brand opened two pop-up stores in Bondi and Paddington, dipping their toes in a new consumer base and trialling new store aesthetics.
Functionality and a minimalist aesthetic were the focus of the brand’s pop-up store, and their success saw the themes move over into their now permanent holding on Bondi Beach.
“Aesthetics and functionality are what we wanted to focus on with our collections in store to create a timeless yet modern look that appeals to men and women alike,” said Gus Agra, creative director of the label.
The new store has a neutral and very beachy colour pallet, embracing the unique aesthetic of its beachside location.
Von-Röutte has demonstrated the potential pop-up stores have to help a brand grow their holdings.