Womenswear retailer Hobbs wants to install pop-up shops in offices to make it more convenient for its core customers to shop.
The retailer is looking to open “mini-stores” at offices on a temporary basis to sell its workwear range.
Hobbs chief executive Nicky Dulieu believes the stores would prove popular among its core customer – a professional woman short on time to shop.
The retailer opened its first pop-up shop in Spitalfields in April this year to showcase its NW3 label, which targets a younger demographic. Due to the shop’s success, the retailer has now taken on the lease on a permanent basis.
Dulieu said: “Pop-ups are a great way of trying out a different market.”
Hobbs is mulling opening more pop-ups, although it declined to say what locations it is considering. But Dulieu added that the property market needs to be more flexible to allow retailers to innovate.
She said: “Landlords are not always being flexible enough, they’re putting retailers off new markets, and the market must move if it’s to avoid shop closures.”
Hobbs delivered EBITDA up 4.9% to £15m in the year to January 28, generating turnover up 7.4% to £112.2m.
It appointed PwC in May to launch local language websites and Hobbs said Germany is its key focus initially.