Online retailers pop up on Cloud St
Kogan isn’t the only online retailer with a pop up presence in Melbourne.
This week, four Aussie e-tailers are taking turns playing shops — in the traditional sense of the word.
Online accounting software provider, Xero, has secured a location at 352 Little Collins Street and dubbed it Cloud St, to house the pop ups.
From December 8 to 11, Bellabox, Kester Black, The Club of Odd Volumes and Holy Funk Co, are spending one day each in the space, operating a temporary store from 10am to 8pm. After close, the next retailer on the roster moves in and sets up.
Anna Ross, founder of nail polish brand Kester Black, told Internet Retailing the pop up hasn’t tempted her to set up a permanent physical location.
“A permanent retail space is not something I’d consider for Kester Black since we are mainly focusing on growing our online presence, our wholesale customer base and the international expansion of the business,” Ross said.
When the nail polish brand takes over the pop up space tomorrow (December 11), Kester Black will offer special deals on products,= and Chelsea Bagan of Trophy Wife Nail Art will be offering free nail art and manicures.
“The Cloud St pop up by Xero is a great opportunity for us, especially in the lead up to Christmas,” Ross said.
“It gives us a platform to get our brand out there and interact with people who might not have heard about Kester Black before. The fact that we can do this in a lively retail environment is a huge bonus.”
On Saturday and Sunday, the store will be transformed into a marketplace; the four online retailers will be joined by additional five online retailers LVLY, Sweet Mickie, Douglas & Hope, ThankYou and Canary Jane’s.
“For many retailers, the holiday season is a ‘make it or break it’ time of year especially for online-only small businesses that are competing with department stores and physical stores with foot traffic,” said Chris Ridd, MD, Xero Australia.
Ridd said he hoped Cloud St would provide the businesses a boost during the all-important Christmas trading period.
“We’re standing up for small businesses and providing some of Australia’s most loved online only businesses the opportunity to experience life as a bricks and mortar retailer for one day in Cloud St, our pop up store in Melbourne’s CBD.”