With the arrival of the holidays, retailers are working overtime to win consumers’ business. This year, Tysons Corner Center, the largest interior shopping mall in the Washington, DC area launched a series of “pop-up stores” available only for the holiday season.
Pop-up stores and restaurants are a new trend in Real Estate. Businesses pay for a short-term lease – typically less than two months and seek to generate business based on the “hype” or interest of a limited-time offer.
The Tysons’ pop-up is run by BrandBox and features Naadam (cashmere apparel), Winky Lux (experiential cosmetics); and Interior Define (home furnishings), among others. Many of the stores have an online presence and are likely seeking to examine whether profits can be made with a brick and mortar store. The stores are featured on the first floor of the mall.
Tysons’ pop-up reflects the evolving nature of retailers. Malls are no longer a place only for department stores and established chains. Tysons’ pop-up stores should test whether a majority-online retailer’s decision to have temporary brick and mortar presence will yield profits.
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