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Womenswear etailer Hush to roll out 'pop in' shops

Womenswear etailer Hush is launching a series of “pop in” shops over the next year as it looks to boost engagement with customers through a physical presence.

The etailer is looking to attract new customers

Rather than follow the traditional “pop up” concept many retailers take, Hush describes its temporary shops as “pop ins”, where customers can try on the spring summer collection and place orders to receive the next day or order online. The stores hold no stock. 

Hush launched the concept in London’s Fulham earlier this year and is currently running a store in Notting Hill.

It will move the concept to Islington next month before rolling out the temporary shops across the UK, with Bristol, Bath and Edinburgh mooted as possible locations.

The stores, which tend to be around 1,000 sqt ft in size, are open from anywhere from three days to three weeks.

Director Rupert Youngman, who runs the brand alongside his wife Mandy Watkins, told Drapers the model has so far proved successful. “We’re getting to meet existing customers while also being introduced to new customers.

“We’re always looking at ways to take the brand offline and introduce ourselves to new customers. It’s a branding exercise and it allows us to capture data.

“Most times when people come into a shop retailers wouldn’t know anything about them unless they asked for their email address, so they’d have no way of marketing to them. This gives us an opportunity to build a relationship.”

Hush, which also sells footwear and accessories, launched in 2003 and employs 40 staff at its London headquarters.

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