Pop-up phenomenon ‘alarms’ city traders

By John Van Klaveren
A POP-UP store phenomenon taking hold in Geelong is “raping and pillaging” traditional retailers, according to a veteran city trader.
Hayden Spurling said the pop-ups were “an exciting idea in good times” but unwelcome in the existing trading environment.
“During tough economic times when it’s difficult for retailers to survive it’s like raping and pillaging,” Mr Spurling said.
“For the consumer it’s great but for the industry it’s not. We already see many stores closing and this only makes it more competitive.
“It’s all about competing on a level playing field. These operators generally don’t pay rates or special marketing charges like the central city area.
“If it doesn’t work they just leave because they haven’t mortgaged their house to do this.”
Geelong Retail Network chair John Sisley said he would prefer support for established local retailers.
A high-end fashion wholesaler confirmed it would be the city’s next pop-up store, with a foray into Geelong West’s Pakington St.
Sabatini marketing manager Danielle Milich said the three-day store would “create a bit of hype around the brand”.
Sabatini would run the store from May 24 to 26 in Ukrainian Community Hall as part of an Australia-wide strategy.
“We used to have great stockists in Geelong for years and years but things have declined and we don’t have any at the moment.
“Whenever we do pop-ups it’s in an area where we have no stockists, so it doesn’t conflict with anyone.
“We want to use this as market research and see of there is demand for our product and perhaps re-establish a permanent presence in Geelong.
“We’ll feature our winter range and run a VIP night with giveaways and stylists on hand to help educate people about the brand. Pop-up stores usually run for a few weeks but we will be showcasing to the area for a shorter time.”
Westfield is also promoting several pop-up sites in its Geelong retail complex.
Designer Arabella Ramsay ran a pop-up store in Geelong last year as part of a Made in Geelong project filling vacant shops with temporary artwork sales.