BRICKS AND CLICKS: The British women’s lifestyle label Atterley is planning to pop up in East London on Nov. 27.
This will be the first store presence for the brand since its re-launch in June to focus on the Atterley in-house collection.
The pop-up will showcase the label’s fall-winter 2015 collection and its Christmas party wear line which includes print dresses, jumpsuits and coats. Prices range from 15 pounds, or $22, for a jersey top to 380 pounds, or $574, for a shearling coat.
Located at 71 Brushfield Street, the 500-square feet store is filled with cacti, banana plants and succulents scattered throughout the venue, with the aim of creating a tranquil setting.
“The Spitalfields (neighborhood) has undergone a huge transformation in recent years and Brushfield Street in particular has become a hub for women’s wear,” chief executive officer Sally-Anne Newson said. “It’s an interesting mix of traffic, with lots of tourists, but also its proximity to the City means there are a lot of female shoppers in the area who will stop by on their lunch breaks and after work.”
This pop-up represents a test run for the brand, and Newson is also considering international expansion.
“We anticipate generating up to 10 percent of sales from pop up spaces like this,” Newson said. “At present the U.K. is our key market. However, we will be looking to expand our reach in the next year with targeted marketing activity and possibly international pop-up spaces. We are in conversations with several international department stores as well as e-commerce sites.”
The pop-up store will run from through Dec. 31 at Old Spitalfields Market.
Re-launched in June 2015, by Sally-Anne Newson, Atterley carries women’s apparel accessories and shoes on its e-commerce site.