Showpo is set to launch a pop-up retail experience in Los Angeles from March 9 to 17.
Situated on Melrose Avenue, the store will feature a selection of Showpo’s exclusive apparel and accessories ranges.
The pop-up store is another step in Showpo’s proactive approach to the US market, where it has experienced 48% YoY growth, with California as a leading market.
After experiencing initial growth in US markets organically, this has been driven strategically by structural changes to the product stock mix and sourcing strategy.
This includes the opening of a USA based distribution center, as well as its first pop-up store.
Lu closed her Australian bricks and mortar stores in 2013 to optimise Showpo’s online platform.
She said her approach to retail is now is marketing driven and aimed at millenials.
“Our audience, in particular, crave novelty brand experiences and social moments to connect with a brand so our pop-up is a vessel to engage our existing USA market."
The brand is on track to meet its goal of $100 million in revenue by 2020.
"We’re treating brick and mortar retail as marketing channel, morphing from simply a space to hold your stock, it becomes an brand extension. Product simply isn’t enough any more, our customers want an experience.”
The Showpo pop up will trade from 11am - 7pm.