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Showpo to open LA pop-up

Showpo is set to open its first bricks-and-mortar store in the US next week with the launch of a pop-up in Los Angeles.

The online retailer will offer a range of apparel and accessories in a store on Melrose Avenue from 9 March to 17 March.

The store is a strategic marketing initiative aimed at driving growth in the US market, where Showpo has increased its focus in recent years, introducing structural changes to the stock mix and sourcing strategy and using a US-based distributor, which has resulted in 48 per cent year-on-year growth.

Sales from the US now account for a significant share of Showpo’s overall business.

This marks the online retailer’s first foray into bricks-and-mortar in the US, though Showpo CEO and founder Jane Lu experimented with physical retail in Australia in 2013, in the early days of her business.

According to Lu, the store will be targeted to the retailer’s millennial audience.

“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 US market,” she said.

“We’re treating bricks-and-mortar retail as marketing channel, morphing from simply a space to hold your stock, it becomes a brand extension. Product simply isn’t enough any more, our customers want an experience.”

According to Showpo, the company is on track to meet its goal of $100 million in revenue by 2020 with no external funding.

Jane Lu was recently ranked 6th in this year’s Top 50 People in E-Commerce report, which is free to download here.

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