Crate and Barrel, a national
company specializing in home furnishings, will be setting up shop at Jordan
Creek Town Center this holiday season.
The company recently announced it
will open a pop-up store in the mall, 101 Jordan Creek Parkway in West Des Moines,
on Oct. 29 and will remain open until the end of the year. The Tree Lot at
Crate and Barrel will sell holiday decor and gifts, and will also offer
customers a series of in-store events and special promotions throughout the
Although Crate and Barrel might
not be around long, its arrival is indicative that pop-up stores could be.
reported that in the United States, the number of pop-up stores
jumped 16 percent to 2,380 in 2012 from 2,043 in 2009, according to data from
industry research firm IBIS World. In another report by The
Huffington Post, pop-up stores were said to have generated $8 billion in sales in 2010.
Crate and Barrel is not the
first pop-up store to open its doors in Greater Des Moines. Locally
Grown Clothing Co., a clothing company that originated as a farmers market
business in 2008, opened
a temporary store in the Shops at Roosevelt in June. So did Bubba, a
Southern comfort food pop-up restaurant that was the brain child of
Orchestrate Hospitality and opened for three days last January.
Pop-up stores are a way to expose
customers to new brands, giving them an opportunity to see and touch products
they can only view online, Examiner.com
reported. The spontaneity of a pop-up's opening and the limited
window for consumers to see, sample or purchase products also play a role in
the concept's success, the article said.
Though pop-up stores are only temporary, they
build up exposure for the company and, in turn, increase the company's regular
and online customer base.