Pop-up activations are one format helping brands looking to bridge the gap between online and physical retail. These temporary spaces aren’t just about testing the waters; they’re about igniting sales, boosting visibility, and delivering customers unforgettable, shared experiences. At a time when digital fatigue is very real, there’s something exciting about stepping into a store and feeling the brand come to life.

Trinny London: From Pop-Up to Permanent

Trinny London, founded by Trinny Woodall (pictured above), initially opened an exclusive pop-up on Chelsea’s iconic King’s Road, hosting events, collaborating with brands and creating buzz on the street. By September 2024, the space had transformed into a permanent 1,400 sq. ft flagship. Trinny herself generated hype through meet and greets, make-up masterclasses and expert-led demos. Whether launching its New York Studio or celebrating Mother’s Day with tailored beauty sessions, Trinny London has mastered the art of turning physical retail into an extension of its vibrant online community. 

TALA: Blending Digital Influence with Real-World Engagement

TALA, the activewear brand spearheaded by influencer and entrepreneur Grace Beverley, is another example. Partnering with Selfridges last year, TALA’s pop-up offered more than just stylish leggings – it became an experience. By hosting morning yoga classes, fresh juices and the chance to meet Grace herself, the brand seamlessly blended digital influence with real world engagement in an omnichannel approach, much like Trinny London, with Grace and TALA’s significant online following vital to its success. Riding this wave of momentum, TALA has launched its first permanent flagship store on London’s Carnaby Street, reinforcing that influencer-led brands aren’t just dipping their toes in physical retail – they’re diving in head first.

Expanding Horizons: Anine Bing and Skims

But it’s not just beauty and athleisure brands making waves. Fashion mogul Anine Bing took her clothing brand from an online only business in 2012 to a global retail powerhouse. By the end of 2025, Anine Bing plans to have an 41 stores worldwide. Skims, which was co-founded by Kim Kardashian, is also making major moves. After successfully launching its first UK pop up at Selfridges in 2023 and increasing its bricks and mortar presence at the end of last year with a new flagship store on 5th Avenue in New York, the brand is now eyeing up standalone stores across London.

Skipping Pop-Ups: Manière De Voir's Strategic Move

Some brands, however, have skipped pop-up activations altogether. Instead of testing the market with a temporary activation, Manière De Voir, founded by former professional footballer Reece Wabara secured a 5,000 sq. ft, double-height frontage nestled between Selfridges and New Bond Street on London’s Oxford Street in 2023, capturing substantial foot traffic. In signing a 10-year lease, Manière De Voir has committed to physical real estate playing a key strategic role in its future; it’s now expanding internationally and has made physical retail a core part of its global strategy, and has recently announced the signing of its second store in New York.

Who's Next? Emerging Influencer-Owned Brands

The transition from online to physical retail isn’t just a trend – it’s a defining moment for influencer-owned brands. As more of them evolve from pop-ups to permanent storefronts, they’re not only strengthening their market presence; they’re also revolutionising shopping experiences. Immersive, innovative and deeply personal, these physical spaces proves that sometimes, the best way to stand out in the digital age is to go beyond the screen. And who’s next? With brands like Rhode, Rare Beauty, Monday Swimwear, Maebe, and Djerf Avenue disrupting markets, other influencer-owned brands look poised to conquer the world of physical retail.

Further information

Contact Alexa Choynowski or Callum White

Savills Retail: OPEN