Retail safari: inside the Glossier London pop-up (updated)



Glossier retail store design

I finally made it to the Glossier London pop-up in Covent Garden. It’s been open for seven weeks and it closes on 9th Feb* at the end of the year, but I wanted to get the Christmas crowds out of the way. And the wait was worth it. Glossier is as famous for its pop-ups as its cult-like community and influential cool-luxe aesthetic. Having started out as an e-commerce brand, it has slowly built a strategy of opening pop-ups in key markets to test our products, meet its customers and build hype around the brand.

With still only 36 products in the line, the five-year-old old brand is still small, but the appeal is huge. (more…)