Pop-up or storefront: What's right for your business?

It all began with an idea – creating, curating and selling from your home or studio. Now your brand is growing, the big question is: should you open a permanent store or start with a pop up?

Having worked to place hundreds of retailers in shopping centres and high-street locations across the UK – from first-time founders to global brands – SpaceandPeople knows one thing: there's value in both.

The key is knowing which one fits your goals, timing and audience. Here's what really works – and when.

Pop-up retail is fast, flexible and focused

A pop-up shop lets you meet your customers face-to-face without having to commit to a long-term lease and the significant costs associated with it.

Whether it's trialling a new product line, building awareness or driving seasonal sales, pop-up retail spaces are designed for agility.

From established retailers such as Thomas Sabo and Mrs Wordsmith to independent retailers selling vitamin honey and permanent jewellery, brands of every size use pop-ups to stay visible, launch limited-edition products or engage new audiences.

For smaller, growing brands, a pop-up shop can:

• introduce your brand in high-footfall venues like shopping centres or travel hubs

• build brand awareness and capture data through in-person engagement

• provide flexibility on how long you trade

Pop-ups also turn insights into action. You'll see which products people gravitate toward, how they engage and what makes them buy – all before investing in a permanent store.

Pop-ups give you direct customer feedback in real time. That helps you refine your products and positioning before expanding further.

Read more:

• How SpaceandPeople's pop-up solution supports new retailers

Storefronts are about stability and scale

A storefront gives your brand permanence – a rooted, recognisable presence that reinforces who you are.

Think MenKind in a major shopping mall or JD Sports on the high street – both use physical retail to create experiences that embody their identity every day.

For retailers with steady demand and strong logistics, storefronts make sense. They attract repeat customers and strengthen brand loyalty.

But they come with the commitment of longer leases and higher operational costs. This is why many brands test the waters with a pop-up kiosk first.

Yet a growing number of retailers aren't choosing – they're combining. A pop-up becomes your launchpad, building buzz, capturing data and testing demand. Then a storefront turns that momentum into a long-term home for loyal customers.

From Korean skincare retailers to dirty soda brands, we've seen businesses use pop-ups to validate demand in different locations before committing to a flagship store.

This hybrid model creates a smarter growth path – lower risk, higher reward and sustained visibility.

Read more:

• Find answers to the most frequently asked pop-up questions

So, what's right for you?

Now you know the strengths of both models, the choice isn't just either/or – it can be yes/and.

Don't open a store because you feel you're falling behind. Do it because you're ready to grow beyond your community kitchen, your garage office, your online feed – and take your brand where new customers can see, touch and connect with it.

Because somewhere out there, in a busy shopping centre or retail hub, there's a customer waiting to discover you.

Ready to explore your next step?

Find your retail match with SpaceandPeople – we'll help you showcase your products/offerings where it matters most. Get in touch today to see how we can help you!

People also read

• How to design a pop-up shop

• Five tips for running pop-ups and market stalls

• How to design a flyer for a retail pop-up shop

Bringing new energy to the UK's high-street businesses

We're helping small businesses thrive on the high street – through expert support, smart energy advice and practical tools to grow sustainably. Get free support now