City chamber backs pop-ups

By John Van Klaveren
SEVERAL Geelong retailers are investigating whether to open pop-up stores, according to the city’s peak business body.
Geelong Chamber of Commerce executive officer Bernadette Uzelac said retailers had no reason to fear the growing phenomenon of small, temporary sales spaces.
“Anything that brings customers into the area is good for business,” Ms Uzelac said.
“The pop-up store idea brings in potential buyers who may go on to spend more money on having a coffee or other goods and services.”
Ms Uzelac was responding to a story in last week’s Independent, in which veteran Geelong retailer Hayden Spurling labelled pop-up stores unfair competition for traditional traders with shopfronts.
“These views are not shared by Geelong Retail Network,” Ms Uzelac said.
“Local retailers say pop-ups will help them get closer to their customers. It’s all about customer service at the end of the day.
“Once more retailers see examples of it happening they will follow the trend.”
Ms Uzelac said pop-up retailers faced the same costs as other retailers.
“They’re taking up a space in a shop but they’re not going to get in there for free,” she said.
“The property owner still pays the central Geelong marketing levy and passes it on through the rental.”
Ms Uzelac said attracting to Geelong a top fashion label like Sabatini with a pop-up store a coup.
“Sabatini is spending dollars in the region already and might establish here permanently and that’s good for Geelong.
“There’s nothing wrong with pop-up shops in central Geelong, either.”
Ms Uzelac said a Made in Geelong art project utilising empty retail spaces in a similar way to the pop-up stores concept had already stimulated commercial activity in the central city.
“The former Steve Bennett Hi Fi store in Ryrie St was used by a variety of artists and craftspeople, adding vibrancy and life to that area.