Firebox tests offline appetite with first pop-up store

Online retailer Firebox has ventured offline for the first time in 17 years with a pop-up store at Newcastle’s intu centre.

Managing director Kris Bromley indicated the pop-up store would be the first of many and that it wanted to make it a true “Firebox experience” that was reflective of the unusual wares it carries online.

It has seen the store showcase licensed album artwork, including prints from David Bowie, The Beatles and The Jam.

Firebox is among a growing number of online retailers dabbling in the offline, high-street world. The British Retail Consortium estimates that pop-up shops add an estimated £2.1bn to the economy each year.

Firebox said it is looking to expand its brand presence into the high-street further in 2016 during peak trading moments to complement its online business.

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