Royal British Legion launches pop-up poppy shop ahead of Remembrance Day
The charity has opened the first in a series of national poppy pop-ups
The Royal British Legion has made its first foray into pop-up retail to boost fundraising for its poppy appeal ahead of Remembrance Day.
Marking an extension of Legion merchandising from e-commerce to bricks and mortar, the charity has launched spaces in London's Westfield and Bluewater in Kent.
The idea was conceived by brand activation agency Geometry Global, which has been helping to train and support staff and agency volunteers who are participating in-store.
John Norton, head of retail trading at the Royal British Legion said: the initiative will "provide the public with another way to show their support and to raise funds" to help the armed forces community and their families.
Sarah Todd, chief executive officer at Geometry Global UK added: “There’s a real thirst for retail experiences anchored in newness and discovery, and pop-ups give people the sense they should engage at that moment or they might miss it."