Little Mistress, a renowned online womenswear brand, plans to launch pop-up stores in London, announced founder Mark Ashton.
- The initiative aims to strengthen the brand’s physical presence amid its current digital focus.
- High-visibility areas in and around London have been targeted for these short-term retail units.
- Founder Ashton highlights the importance of balancing online and offline strategies for better brand representation.
- Flexible lease terms are crucial for the execution of this new venture, according to Ashton.
Little Mistress, the acclaimed womenswear brand known for its online retailing, has announced plans to establish pop-up stores in London. The brand’s founder, Mark Ashton, outlined these developments, emphasising the need for a strong physical presence to complement the brand’s online operations.
These pop-up stores are set to be located in high-visibility areas in and around London, marking a strategic move to capture a larger consumer base. Ashton noted that showcasing the brand in a tangible retail environment is vital for effectively communicating their message to consumers. “It’s difficult to fully convey that message when trading from a screen,” he stated.
Over the coming year, the brand intends to refocus its strategic efforts to strike a balance between bricks and clicks. This approach aims to better showcase Little Mistress’s offerings and engage with customers more directly through physical retail presence.
A critical component of this new strategy is ensuring flexible and favourable lease agreements for these short-term pop-up locations. “We are ready if the landlord takes a view on how we can all profit from this project,” Ashton explained, underscoring the need for mutually beneficial arrangements.
Founded in 2010, Little Mistress has grown from an online retailer to a brand associated with high-profile collaborations and retail partnerships. The brand’s intellectual property was acquired by Poeticgem in 2023, which now oversees its design, sourcing, and global distribution.
The introduction of pop-up stores by Little Mistress reflects a strategic shift to enhance its market presence through physical retail.
