Pop-up stores become permanent

Just three years ago, pop-ups were mostly used for three purposes: experiential marketing exploits, fashion-week stunts, or e-brands making the leap to brick-and-mortar. The latter filled empty storefronts in New York’s SoHo district and downtown Los Angeles, selling then-unknown brands such as U.K. clothing retailer Boohoo.com Plc and dog food delivery service Ollie. The staff often included the founder. “I would get calls from a lot of emerging brands that were on Etsy and barely had their own website, and they wanted to do a one-off holiday pop-up for two weeks,” says Melissa Gonzalez, of the pop-up architecture company Lion’esque Group.

BusinessWeek