New pop-up concept for online brands to launch in London

A new experiential concept designed to bring some of today’s most exciting e-commerce brands to physical retail is landing in London’s Soho from 2-22 December 2024.

Located at 15 Bateman Street, the new concept will showcase a selection of fast-growing online fashion and beauty brands, allowing them to connect with customers during the peak Christmas retail period.

Developed by e-commerce specialists J&J Global Fulfilment, one selected brand will take over the retail space each week, transforming the concept store to showcase their products.

Bridging the gap between digital and physical retail, the experience aims to give online brands an opportunity to “ignite sales, boost visibility, and connect with customers in a multichannel approach”.

It will allow participating brands to build loyalty and move beyond online interactions, while testing brick-and-mortar retail to understand how a physical presence might fit within their growth strategy.

Brands taking part in the activation include plant-based luxury beauty brand The Beauty Crop, as well as slow-fashion loungewear brand Tom’s Trunks and independent women’s fashion brand AYM.

Simon Wheeler, Chief Sales & Marketing Officer at J&J. said: “While e-commerce offers unparalleled customer convenience, physical stores will always play a vital role in retail.

“We’re excited to take our multichannel offering to the next level by showcasing a range of exciting brands on the high street, helping them discover the benefits of brick-and-mortar retail for themselves.”

Alie Mackintosh, founder and CEO of AYM, added: “We are incredibly thankful to J&J for this opportunity. To be able to display our products on the high street, especially in a fashion hub like Soho, is something we previously only dreamed about.

“It really highlights how J&J become more than a fulfilment company, they’ve become a true partner and want to help push customers’ businesses further.”