Pop-Up Stores Likely to Grow

(Cynthia J. Hoffman is the editor of Real Estate Forum magazine.)

SAN FRANCISCO-When it comes to the future of retail, look for a proliferation of pop-up stores, noted a panel of retail executives at the CB Richard Ellis World Conference here. According to Linda Berman, VP of corporate and brand ventures at Caruso Affiliated, a growing number of brands are using pop-up stores, “as a modality to connect with shoppers.”

As the name implies, pop-up stores spring up quickly, typically in major retail destinations, and have a limited lifespan. The aim is not necessarily to sell goods but to create a buzz about a company or its products, explained Berman, who has worked with several corporations on establishing such locations.