Pop-Up Aftermath

With the closing of our temporary retail location in Andersonville some have had concerns around our business. First we need to make it clear that this was a legitimate Pop-Up and always meant to be temporary. Initially to be for a couple weekends and we stretched it into 3 full months. Our decision to close when we did is attributed to 2 factors. 1. Our license is set to expire within days. 2. We have a few other activities on our schedule that would leave us with nobody to staff the store for a few weeks if we were to renew our license today.

It is very likely we will be back and in that same space. We are currently looking at a 2 weekend stretch in April. The space we have been using has been on the market for a permanent tenant and it is possible there is one ready to move in come May. If the space is available in May, we could do another weekend or 2. From there we will take it a week at a time.

We already have 2 festivals lined up and are working on 2 others. There are also a couple events we are working with for fun activities to bring awareness to a customer segment that is less familiar with our brand. July will be a busy month for us, personally, as we have family obligations to attend to. More details on these matters to come.

This Pop-Up is an exercise for us. Although we have a lot of retail experience without our leadership, it is a different matter when you are the “boss” and responsible for the budget and performance. We needed to see how people would receive us, and to do this without much fanfare. We wanted to rely upon our established customers to shop with us as well as acquire walk-in traffic. Having a barren space, with unfinished walls and no flooring, may not have been very inviting for some but we still had a lot of people come in and check us out. We made to friends and some loyal customers. We counted and weighed everything. Doing little nuanced changes to see how it would impact traffic and sales.

All of this information is being reviewed and distilled down. Then we have to scale it to the known costs of acquiring our own space. This Pop-Up was very successful, but that does not mean we can merely walk into a lease and know we will do well. The reality is, the area we wish to open a store is pricey and we most likely cannot afford the initial costs to get into such a place. Our biggest need is for a production space and that is what started the idea of having a retail space. The simplicity of it all is that if we are paying rent for a space to make our products, why not open it up to sell our products as well. To have a factory store.

If all goes well with our plans for this summer, we will start looking for a space that may not be on a main street with lots of foot traffic, but may be a space that is easy to get to and will permit public access to our space. With such a space we can create a “retail” zone in front with “factory” in the back and still have space for activities and events. Such spaces are a lot cheaper than a high profile commercial space. In time, we could expand from there to then open a genuine stand alone store. Our mission has not changed, we still hope to have such a space for the 2019 holiday season.


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