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Simon, Refinery29 Team Up

Pop-up shops to open in six Simon malls

Published

10 years ago

August 26, 2014

Simon Property Group (Sydney, Australia) is partnering with online retailer Refinery29 (New York) to create a series of pop-up stores at six of its malls this fall, according to Women’s Wear Daily.

Aiming for the millennial shopper, the move symbolizes retailers' embracing of omni-channel marketing. “The Shopping Block,” will encompass pop-up mini-marketplaces of around 1600 square feet located in common areas of the malls. Half of the merchandise will come from national brands, while the latter will consist of items from local designers and independent boutiques.

The Shopping Block will also feature beauty bars staffed with makeup artists as well “stylist concierges” to help customers select items. The concept will also feature “DIY stations and local influencers like bloggers,” according to WWD.

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