First local pop-up store opens in Bucharest

'A pop-up store is one opened for a limited period of time, from one day up to 30 days, by retailers or non-retailers. The advantages of this type of store are that it creates a 'buzz', the feeling of 'new', exclusivity and the surprise element associated to a promotion. A pop-up store is usually less expensive than a TV advertisement, but the effect is the same,' said Carmen Ravon, King Sturge consultant.

The concept came into existence in 2003 and is well known in cities such as New York, Tokyo, London, Shanghai, Paris, Berlin, Stockholm and Los Angeles, presenting new concepts, limited editions or launching designers and collections.

'Opening a pop-up store is a difficult thing both for tenants and owners, the obvious problems being related to choosing the right location with great visibility and the space planning, space which should be ready to allow the immediate start of the activities. Calea Victoriei, just as other important boulevards in Bucharest, witnessed various tenants that kept changing in the last two years, with the area towards Victoriei Square being mainly occupied by food stores, and the area towards the Regina Elisabeta Street by watches and jewellery importers. The economic situation in the last couple of years made many owners employ more flexibility once faced with the new market needs, and this kind of retail might be an ingenious solution for the vacant spaces in high-street areas,' said Carmen Ravon, King Sturge consultant.

Henkel is the company that opened the store on Calea Victoriei - Syoss Hair Academy.

King Sturge, based in London, is at present one of the top 10 consultancies in Europe (42 branches in 14 countries), having a comprehensive network of over 215 independent and associated offices in 47 countries, including Continental Europe, Asia Pacific and North America.