CASE STUDY: FROM CONCESSION RETAIL TO A BESPOKE KIOSK AT WESTFIELD LONDON
OVERVIEW
Ishvari by Renu Modha is a Lancashire-based retailer designing and producing scarves, bags and gloves.
The brand originally sold through concession retail within John Lewis and from its showroom at Heskin Hall Shopping Village in Chorley. White this allowed the business to build a loyal customer base, the team wanted to reach a larger audience and explore selling directly to shoppers in busy retail destinations.
Mid-mall retail offered an opportunity to bring their accessories collections into high-footfall shopping centres, where customers could see, try and purchase products in person.
MOVING INTO SHOPPING CENTRE RETAIL
Ishvari partnered with SpaceandPeople through its Rock Up and Pop Up service to launch short-term mid-mall kiosks, The retailer first traded at The Trafford Centre, before launching at Westfield London in Autmn 2023.
Rock Up and Pop Up provided the kiosk, bespoke vinyl branding, approvals and installation, allowing the brand to focus on day-to-day trading and customer interaction.
RESULTS
Trading mid-mall placed Ishvari’s scarves and accessories directly in front of thousands of shoppers each day.
At Westfield London, the kiosk has delivered:
Customers were able to see and try the products in person, with many returning to purchase additional scarves and accessories.
INVESTING IN A BESPOKE KIOSK
Following more than a year of trading through Rock up and Pop Up, Ishvari launched their Rock Up and Pop Up, Ishavri launched their own bespoke kiosk at Westfield London.
The move marks the latest stage in the brand’s retail development:
- Concession retail to Rock Up and Pop Up to bespoke mid-mall kiosk
- Their own kiosk has been specifically designed around the product range
A RETAIL GROWTH PATH
Ishvari’s journey shows how retailers can move from concession retail into shopping centre trading before investing in their own kiosk.
Rock Up and Pop Up enables brands to launch quickly in high-footfall venues, build sales and customer awareness and then decide whether to develop a permanent mid-mall presence.
This allowed Lola’s team to focus on what they do best: baking, merchandising and serving customers.
Rock Up and Pop Up gave us the opportunity to trade in busy shopping centres and introduce Ishvari to a much wider audience than we had imagined. Our time in Westfield London helped us build a strong customer base in the centre which ultimately led us to invest in our bespoke kiosk. From day one, the team at SpaceandPeople has been focused on helping us grow the brand and supporting us through each stage of our retail journey.
– Renu Modha, Ishvari at Westfield London
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