Any other business
Topshop-Topman launches pop-up area for indie brands with Appear Here
3 min read
08 December 2015
Fashion giant Topshop-Topman has partnered with pop-up retail space provider Appear Here to welcome rising designers and independent brands with an opportunity to get in front of its 400,000 weekly customers at the flagship store on Oxford Street.
The union comes after Appear Here, which launched in 2013, was named Young Business of the Year at Real Business’ Growing Business Awards event on 26 November 2015.
Topshop-Topman is looking for “innovative brands, upcoming designers and undiscovered entrepreneurs” and Appear Here has experienced more than three years’ worth of demand for the Oxford Street location since it was listed in September.
In London alone, more than 2,000 brands have launched pop-up locations through Appear Here, which facilitates short-term site bookings by the day, week or month.
Topshop-Topman will offer the chance to rent stalls and brand experience areas in the store, but these won’t just be for small independent brands, however. Indeed, Spotify is one of the household names to sign up for a pitch in order to secure a physical presence to showcase its digital content.
The music streaming company will be stocking half price Urbanears headphones for premium customers, while it will sell Spotify Premium for 99p for the first three months as opposed to £9.99 a month.
In addition to Spotify, companies appearing in Topshop-Topman include 3D printed jewellery firm WonderLuk, fashionable tech accessories brand Happy Plugs, luggage manufacturer Redland London and men’s skincare range Stubble & Strife.
“Retail is about more than the products you’re selling: the experience is everything,” said Ross Bailey, CEO and founder of Appear Here.
“It’s great to see big global brands like Topshop-Topman share our ethos and are passionate about delivering memorable shopping.”
Read more on the rise of pop-up businesses:
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- Amazon brings its Pop-up Loft concept to London
- A third of new businesses could be pop-ups by 2017
Appear Here’s launch with the retail giant marks the arrival of Appear Here in Residence, which will provide access to top boutiques and department stores with a view to assist small companies that want to be associated with reputable brands.
The pop-up pitch provider was also a part of Richard Branson’s Virgin Startup Foodrepreneur Festival in September and offered one winner a rent-free site for one week – Monday-Sunday – at Old Street Underground Station.
Bailey added: “This partnership marks the start of Appear Here In Residence, a new wave of global retailers giving independent brands the chance to place themselves in front of a huge audience.
“In Residence also gives big names like Spotify the opportunity to create an innovative experience for the consumer, totally changing the way their brand is perceived. For the brands in Topshop Topman over the coming months, it’s an incredible chance. I can’t wait to see their ideas come to life.”