How to start a pop-up shop

Advantages of a pop-up shop

Opening a pop-up shop can be smart if, for example, you have a webshop, have bought up a large quantity of stock, or if you have a new product. You look for a storefront that is empty and sell your products there temporarily.

These are advantages of opening a pop-up store:

• A newly opened shop attracts attention. This is how you increase brand awareness.
• Do you have an online shop? In your pop-up store, customers can see, feel and try the products.
• A pop-up store only exists for a short time. Customers are more likely to buy because they are afraid the store will soon be gone.
• In your pop-up store, you can test how customers react to new products.

How much does a pop-up store cost?

The costs of starting a pop-up shop vary per city and municipality. Negotiate the rent with the landlord. Prepare well for this, for example, ask other retailers in the neighbourhood what rent they pay.

You can also negotiate about the conditions. For example, agree that maintenance is included in the rent. Or agree on improvements to the property, such as air conditioning or an alarm that the landlord pays for.

Sometimes you can take over the existing lease of a shop space. This is called subrogation. You then rent at the same price and conditions.

What do you need to arrange?

Opening a pop-up store is actually the same as opening your own shop. There are different laws and regulations for shops.

In addition, you need to arrange the following things:

• licences and permits
• payment methods
• furnishing
• stock and transport
• staff
• electricity, gas, water, internet
• insurance
• waste and recycling

Choosing a suitable location

A suitable location for your pop-up shop can be found through estate agents or the municipality, for example. They know which premises are empty or will soon become vacant. Tell others about your plans. Maybe they will give you a tip on a suitable building.

Check online specialist networks such as popupplaza.nl , ruimtetehuurtekoop.nl, and loggersconsultancy.nl (all links in Dutch). They help you find a suitable space. Check out train stations in your area. Maybe you can lease a space there. The Dutch public transportation company NS rents out temporary retail spaces at train stations (in Dutch) to entrepreneurs.

Think about these issues when choosing a location:

• Where your target audience is. Do they live in a small village in the countryside or in a big city?
• Surrounding stores. Are they competitors or do you complement each other?
• How busy the streetis. Look at the number of potential clients who pass through the area every day for a week.
• The number of m² that you need.
• How long you want to lease the space; a week, a month, 2 months, or longer?

Use the KVK Location Scan (in Dutch) to check what the market and target group are like in the region where you want to do business.

Rules when renting

Please note: When looking for suitable retail space you must also consider the difference betweensmall and medium-sized enterprises and other commercial spaces. Sometimes renting out is through a user agreement instead of a lease. With a user agreement, you pay the landlord a small fee to use the property. Bear in mind that with a user agreement, you may not be entitled to rent protection. Have your agreement checked by a lawyer so you know what your rights and obligations are.

4 ways to stand out

How do you make sure your pop-up shop stands out and attracts customers? 4 tips:

1. Use large banners. Cover the entire shop window with large banners right before opening. It stands out, makes people curious, so they want to see what is inside. 
2. Approach local papers and media. They are always looking for news and stories from the region.
3. Do you already have a webshop? Use its brand awareness. Some people like to see and feel products. They might not buy from your webshop, but they might buy from a pop-up store.
4. Work together with other shops. Display their products in your pop-up store, and vice versa. Also consider collaborating with a very different business, such as a gym or beauty salon. You could advertise each other, for example, or come up with a discount promotion together.Make sure the overall concept suits your retail segment or sector.

More information for starters

You will also have to deal with:

• administration and bookkeeping
• choosing a business name
• paying tax
• privacy rules