For years, direct-to-consumer (DTC) brands have thrived in the digital space. Platforms like Shopify, Instagram, and TikTok gave rise to a new wave of entrepreneurs who could reach global audiences without ever renting a shopfront. But as acquisition costs climb, algorithms shift, and online spaces grow more competitive, many brands are looking to the offline world for their next big move.

Enter pop-up retail — the flexible, data-backed, and customer-focused way for DTC brands to make the leap into physical retail.

Why DTC Brands are Turning to Pop-ups

Pop-up shops aren’t new, but their role in the DTC landscape is evolving. Today’s digital-first brands use them to:

  • Build face-to-face connections

    From jewellery and cosmetics to any other consumer brand, physical interaction builds trust and drives conversations that may not be possible for an online-only retailer.

  • Test without the ties

    Brands can trial new regions, product lines, or pricing in just weeks without committing to long leases and bearing operational overheads.

  • Boost online presence

    A well-designed kiosk doubles as content gold — TikToks, Reels, PR stories, and customer shares extend reach far beyond the shopfloor.

  • Create experiences

    From immersive sampling stations to custom-designed kiosks, pop-ups make your brand memorable.

“We’ve been an online-first brand so doing a pop-up was new – but everything just clicked. From Trinity Leeds to Metrocentre, we had a custom-branded kiosk, steady footfall and real-time customer engagement. The support from the Rock Up and Pop Up team was efficient, reliable and exactly what we needed to kickstart our pop-up retail journey.”

SAKU Superstore

Real Results, Real Impact

We’ve seen this across multiple industries:

  • Global players such as Nike and Glossier have long used pop-ups to build hype around limited drops, showing that the model works for both start-ups and big brands.
  • A jewellery retailer trading in some of the UK’s prime shopping centres is currently seeing record results both online and offline using SpaceandPeople’s Rock Up and Pop Up service.
  • Similarly, global education brand Mrs Wordsmith has brought its games and learning products to one of the UK’s leading shopping centres through a custom-designed Rock Up and Pop Up kiosk. The activation created a dedicated space for families to play, discover, and interact, while also driving visibility and awareness beyond the mall.

Measuring Impact

Pop-up retail is measurable and strategic where brands can track:

  • Footfall-to-sales conversion

  • Engagement with new SKUs

  • Direct customer feedback

Pop-ups have proven to be an effective tool to increase brand awareness and launch new products but now they’re being used for a lot more – these insights not only pay off during the activation but shape longer-term omnichannel strategies.

More Than A Storefront

For many DTC founders, physical retail once felt unattainable. Pop-ups have flipped that narrative. With services like Rock Up and Pop Up, you can get end-to-end support — from location strategy to kiosk design — or choose space-only options if you already have a setup.

Ultimately, whether you’re testing a new SKU, scaling to new regions, or adding real-world touchpoints to an online-first brand, pop-ups offer one solution to achieve many goals.

In today’s retail landscape, the brands winning are those who meet their customers everywhere.

From clicks to kiosks: is your DTC brand ready to embrace pop-ups?

Get in touch today – marketing@spaceandpeople.co.uk

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