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British Retail Consortium Pop-up EE

EE and BRC get behind pop-up shops after research finds they add £2.1bn to UK economy each year


By Jennifer Faull, Deputy Editor

July 22, 2014 | 2 min read

EE and the British Retail Consortium have launched initiatives to back pop-up retailers after research found that they contribute £2.1bn to the UK economy each year and are expected, as a sector, to grow by 8.4 per cent over the next 12 months.

However, it is believed that if the barriers to pop-up retailing were reduced – such as lack of flexible short term contracts, finding appropriate and flexible space, obstructive business rates and rents, and lack of access to technology – then double digit growth could be achieved.

Richard Lim, head of business information at the British Retail Consortium said that “we’re only at the beginning of the pop-up revolution”.

“The novel use of temporary spaces showcases the innovative nature of UK retail which continues to adapt to consumer demands and structural changes occurring throughout the industry,” continued Lim.

To support retailers, the BRC and EE have come together to launch a campaign, spearheaded by Appear Here CEO Ross Baily, which has aimed to remove the barriers that are holding pop-ups back.

The campaign includes a ‘How to start a pop-up shop guide’ which contains advice from pop-up entrepreneurs.

Meanwhile, EE has created a 4G Pop-Up bundle designed for pop-up retailers. The bundle provides pop-ups with an instant 4G connection for 30 days and can include other products such as the iZettle payment card reader.

There will also be mentoring from EE, BRC and Appear Here to support people who want to establish a pop-up shop.

“Pop-ups are the future of retail, and this campaign goes a long way to helping remove the barriers pop-ups are facing every day,” said Baily. “Whether you’re a major retailer that wants to try out a new product line or just one person with a great idea – setting up a pop-up should be as easy as possible.”

However, he added that much more support is needed to help pop-ups, “particularly from the Government.”

Earlier this year, Birdseye set up a pop-up restaurant where people could pey the bill via an Instagram picture, and to help young creatives sell artwork a Nokia Lumia pop-up gallery was established.

British Retail Consortium Pop-up EE

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