Small Business Saturday Blog

We Are Pop Up - how to pick a brand match

Monday, June 15 at 14:59Retail Space | Shop Share | Small Business | Start-Up Support | We Are Pop Up

At We Are Pop Up we are passionate about creating connections between independent businesses and creative minds that are ready to embrace a new approach to retail. With ShopShare collaborations you can discover a whole new world of entrepreneurial possibilities.

In our last article, we spoke about how new retail partnerships with ShopShare may be the perfect move for you and your business. This time around we wanted to dig a little deeper and talk about some of the amazing collaborations that are emerging as tenants pop up in shared spaces, and how you can get a slice of the action by making sure you pick the right brand match.

Whilst a ShopShare can provide excellent opportunities for both parties involved, it is very important that there is a good synergy for you to both make the most of the relationship. It’s not as simple as finding a brand, it is also about making sure it’s the right fit - that the space and product together attract the right customers. We Are Pop Up have put together some top tips on making sure that this partnership is a fruitful one.

Have a clear vision 

Many businesses use ShopShare as a way of finding new, emerging designers to strengthen their shop with products that have never been seen before. Glassworks was born from the idea to create a fashion destination for modern women, so Director Lauren Lewis offered up her Shoreditch and Dalston shops as a ShopShare to work with other collaborators who fit the brand aesthetic. They have now hosted over 17 fashion and accessories ShopShare pop-ups in little over a year. Including the likes of Be-Snazzy, Urbiana and Suite Hazen, Glassworks continues to create partnerships with exciting new brands in their goal of discovering talent.

Get the mix right

Having the right fit is important to ShopShare success. Chris Shelley, Manager of Lanna, a jewellery shop in Notting Hill, collaborated with Dar Leone, a globally inspired range of homeware and lifestyle products. “When Dar Leone approached me I knew her jewellery designs would fit right in. I think it’s important to get that mix right, otherwise it’ll make the shop look a bit odd and won’t be a good selling experience for the pop-up.” Creating a dynamic like this means brands can seamlessly link in with your existing products, enhancing your overall brand story as well as theirs.

Use your imagination

Thinking outside the box can also make for interesting and eye-catching matches. McQueens florists and Black Vanilla gelato joined forces to create a unique ShopShare, collaborating to make gelato flavours inspired by floral scents – English Rose Petals, Mint and Lime, and Madagascan Vanilla. The romanticism and beauty of both products coming together made it an excellent match, and its originality captured the imagination of local media helping both businesses gain significant attention from the press.

Match your demographics

Like all collaborations, finding the right partnership is essential to ensuring the success of a ShopShare. Pip Black, founder of dance, fitness and holistic studio Frame wanted to create a unique experience for her clients by offering cold-press juices and smoothies after classes. Through We Are Pop Up she met Blend & Press Founder Emma Wood, and their ShopShare collaboration was born. The brand fit was ideal due to their coinciding visions, with Pip adding that “there’s nothing worse than working with a brand that’s trying to talk to a different demographic.”

Emma popped up at Frame Shoreditch serving her nutritious, organic juices enhanced with herbs and supplements to Frame’s health-conscious clientele. “It was a great opportunity to start a business on a budget and the client exposure was amazing. Our brands fitted perfectly together and it gave Frame's customers an added benefit to their workout experience.” Off the success of her ShopShare with Frame Emma went on the work with high profile clients including Nike, Twitter and London Fashion Week, before going on to set up her own standalone pop-up in the heart of Neal’s Yard in Covent Garden.

It’s important to take your time to discover the right fit with a brand that suits your business, whose creative vision is in tune with yours and wants to target the right kind of people. Whether you are looking for new collaborations for Small Business Saturday or for any other day of the year, We Are Pop Up offers an enormous range of ShopShare opportunities available to help turn your dream into a reality. Browse our hundreds of projects now and start your own perfect partnership.



By Anna Trotter, We Are Pop Up

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