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Posted: Mon 14th Sep 2026
Last updated: Mon 14th Sep 2026
4 min read
For a small business that mainly sells online, stepping into a physical shop can answer questions that analytics can't.
Which products catch someone's eye? What do customers ask before they buy? How does the product feel in a retail setting?
And, perhaps most importantly, is selling face to face something worth doing more often?
This summer, a group of independent businesses had the chance to find out for themselves when they took part in the Powering Local Businesses pop-up shop in Brighton, organised by Enterprise Nation and EDF Small Business.
The two-week experience gave sellers the opportunity to meet customers, test physical retail and learn more about how people responded to their products.
For Erin Rose Cain, founder of Onyx Studio, the experience translated into sales, new connections and greater visibility.
"My sales increased. Having the space to be visible and connect with new customers was amazing."
The business also reported gaining new social media followers, with an 83% increase in views from people who didn't already follow the brand.
The value of the experience went beyond sales. Erin describes the chance to focus on the business with practical support around it as a major benefit:
"Having the structure and support in place to focus on your product, connections and sales was a game-changer."
For fragrance business Àníké Lifestyle, founded by Bisoye Adedayo, taking part provided the chance to introduce the brand to people in a new city and see how customers interacted with its products in person.
Around 80 customers engaged with the Àníké space during the two weeks, generating 30 new customers, leads and enquiries. The business also gained around 40 new social media followers.
Bisoye says:
"The EDF x Enterprise Nation Brighton pop-up gave Àníké the opportunity to step into a new city, meet a new audience and bring our fragrances to life in a physical space."
Founder feedback also showed how useful a pop-up can be as a research exercise. Conversations revealed more about customers' scent preferences, buying decisions and responses to the stories behind individual products.
Lauren Daly's business Natrie came away with a similar conclusion about the value of meeting customers face to face.
"It was a lovely experience all in all. I met some wonderful founders and had some great conversations with new clients."
The experience confirmed that its products benefited from in-person selling, while Caitlin Dean of Wild Wipe said conversations with visitors had helped the business "better understand the consumer angle".
These are useful insights for any founder wondering whether physical retail could have a place in their plans.
A temporary shop gives you the chance to see what happens when customers can pick up your products, ask questions and speak directly to the person behind the business.
Following the Brighton pop-up, Enterprise Nation and EDF Small Business are giving another group of independent businesses the opportunity to test physical retail, this time in London.
The Powering Local Businesses Christmas pop-up shop will run from 30 November to 12 December 2026 at 204 Kensington Park Road, London. Applications are open now and close on 11 October 2026.
If you have products you'd like to introduce to new customers or you've been wondering how your business might perform in a physical retail setting, this is your chance to try it without taking on the cost and commitment of opening your own permanent shop.
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