In line with global trends, instant retail and pop-up stores have hit the streets of Cape Town, and are proving to be a key tool in the success of local businesses.
Pop-ups occupy temporary spaces from just one day to a few months at a time, offering various products or services, such as clothing or home décor and artifacts.
“It’s no surprise that pop-up shops are taking off. The novelty and freshness of the store attracts customers. But the format also allows businesses who want to test the waters, and evaluate the appropriateness of a location. Pop-up shops are a great way for businesses to experience Cape Town’s CBD as a thriving, and affordable retail location,” says CCID Chairperson Rob Kane.
“The upside obviously extends to property owners and landlords, who, through the pop-up store, can temporarily fill their vacant retail spaces until they formalise new leases for incoming tenants. But the benefits of having a property occupied are so much broader than just the rental income. A busy, occupied retail space attracts other potential tenants.”
“Our first pop-up took place in the Cape Town City Hall as part of the Spier Contemporary. Two years and six pop-up shops later we opened our first permanent store on Kloof Street, where we display and sell the creations from 100 local artists and designers,” says Thessa Bos, co-owner of The Fringe Arts.
“Pop-ups are a great way to try different locations and build a market. We eventually decided to settle in the CBD because we love the hustle and bustle and the neighbourhoodly atmosphere, which fits our concept so well. We are about to open our second permanent shop, but the pop-up concept lies close to our hearts and we plan to leverage this trend for more success in the future.”
Suitable format for large and small business
Kane says the format works for both small and large businesses.
“Pop-up shops create a unique environment and experience, engaging their consumer and creating consumer exposure. Large companies create pop-up shops as part of their campaigns, while smaller companies opt for pop-up shops to create awareness for their brand,” concludes Kane.
British multinational retailer Topshop recently partnered with the Cape Town boutique, Unknown Union, to launch a pop-up shop and get a sense of the South African market.
Cape Town’s Central City is one of the best CBDs in South Africa and is a clean, safe and socially caring hub where businesses can thrive. The City of Cape Town has become a walking CBD, where people based in the CBD during the day walk to meetings, walk around the city during their lunch break, or walk to and from the public transport system. This makes it very conducive for pop-up shops to thrive due to high foot traffic at any given time in the CBD.
Image: Due to the success of their pop-up shops, Thessa Bos and Chantal Louw opened their first permanent shop, Fringe Arts, in January 2010. Photo by Damien Schumann