The Pop Up store phenomenon

Got an empty store in your building? Landlords in New York city are getting a bit of cash flow, and a lot of free marketing, by offering their vacant space short-term. Fascinating article in the New York Times about the Pop Up store phenomenon.

The concept of a “now you see it, now you don’t” store is commonly tied to a holiday theme: the New York beauty store Ricky’s opens more than a dozen Halloween costume shops in September and October. And last winter Toys “R” Us opened 33 Holiday Express locations in the tristate area.
But in the last few years pop-ups have flourished in New York regardless of the holiday calendar. For building owners they are a way to fill vacant space and for sellers they offer a place to gauge the reception to their brand or introduce new products, without a long-term rental commitment.
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