The largest flexible retail platform in the world, the Dutch company We Are Pop Up, starts operations in Russia. The company will work in cooperation with the consulting company JLL, which will represent the interests of the landlords. The service, created in 2012, helps brands to book space for temporary stores, which can be used for the launch of products and services, as well as their distribution. Debuting today in Russia, We Are Pop Up is already actively used across Europe and the USA, with over 40 thousand brands on its roster.
We Are Pop Up will primarily serve as a tool, which would help to facilitate the expansion of the international brands into Russia. Apart from being used for the product launch or brand activation, the platform will also give Russian entrepreneurs a chance to test the interest of an audience in other regions.
For landlords whose interests are represented by JLL, We Are Pop Up will create an opportunity for additional commercialization of the space, as well as short-term cooperation with a potential tenant before concluding a long-term contract.
For retailers, We Are Pop Up provides a unique solution that saves time and resources spent on negotiating lease agreements. With We Are Pop Up you are just a few clicks away from renting a space in any city in Russia.
Aldynay Yumbuu, head of commercialization of the property management department at JLL, comments: “We Are Pop Up is changing the global commercial real estate market just as Airbnb has transformed the market for rental housing. Today, when the focus is shifting from pure retail to brand experience, the success of the project rests on the ability to introduce the brand in a new innovative way. Having started working with assets under our management, we plan to expand the offer by working with the sites interested in the appearance of stores of this flexible format. Meanwhile, brands are prepared to launch their pop-ups in various venues: shopping malls, business centres, creative spaces, hotels, etc. Such activities are estimated to increase the income from the commercialization of the assets by 20-40% per year. "
Leon Goldwater, We Are Pop Up, CEO: “Over 40 thousand brands of various segments have already joined the We Are Pop Up platform. Most of them are representatives of fashion retail and electronics, while we are seeing strong growth in the restaurant segment. The platform is also interesting for e-commerce operators who test the market with the help of existing showrooms before opening their own locations across the country. We have long planned to launch in Russia. The debut of the platform here will provide new opportunities for the brands we work with because this is a huge market with great prospects. We are confident that Russian brands will also see our service as an opportunity for business development, while the partnership with the market leader JLL, will allow us to offer our customers the best facilities in the country. ”
In the next year and a half, We Are Pop Up is planning to launch in Scandinavia, Asia and the Middle East.
