Montreal-based activewear brand Lolë (Live Out Loud Everyday) plans to open 10 to 12 pop-up shops this spring, and it is actively seeking space through its representative brokerage Think Retail. Pop-ups will allow Lolë to elevate brand awareness and test markets where the company is interested.
Lolë is initially seeking space with six to eight month terms. It has a unique new store prototype ready, and prefers clean shells in the 900 to 1,500 square foot range in regional and super-regional shopping centres, open-air centres, along high streets, and in outlet malls. Preference will be given to locations with strong fashion and athletic co-tenants, according to Think Retail, and although its scope is national (except for the province of Quebec), Lolë will mostly focus on the Toronto and Vancouver areas for the pop-up initiative.
Pop-ups will allow Lolë to increase brand awareness and test markets without sinking significant funds into securing real estate during these volatile times, according to Farla Efros, President of leading retail consultancy HRC Advisory. Pop-up stores can provide opportunity to build rapport and grow customer base with little risk prior to opening permanent stores, she said, which is important considering increasing competition from key players such as Lululemon, Lorna Jane, and others.
Last week we profiled a new online platform, called pop-up go which helps pair retailers seeking short-term space with landlords. brokers can use the tool that can help them more efficiently find space for tenants, according to founder Linda Farha.
Founded in 2002 in Longueuil, Quebec, Lolë caters to the active urban customer. It specializes in apparel for yoga, running, swimming and other activities, as well as casual fashion apparel. All locations offer free exercise meet-ups twice weekly at a local park, as well as lectures given by yoga/pilates specialists, and nutrition experts. Tea and fruit are served daily at each store location. Lolë is now part of Quebec-based sports and leisurewear manufacturer/ distributor Coalision Incorporated.
