Six and Sons to open Mayfair pop-up
Amsterdam-based concept store Six and Sons is to open a very-short-term London branch at the end of this month with a three-day pop-up. The store will open at 42 South Molton Street in Mayfair “prior to selecting a permanent space in London”.
The independent store will debut on October 29 and will be open only until October 31. It said it will introduce a “curated selection of UK sustainable brands that will later feature in the Six and Sons flagship store in Amsterdam”.
The pop-up will highlight “brands and products focusing on sustainability and well-being in a very modern format displayed on digital screens with customers able to order in-store with their mobile phones”.
The company said it’s “a showcase to build awareness and provide opportunity for storytelling of the brands involved in the concept”.
And with online having this year taken over for many shoppers as a key channel, rather than physical shopping, it also acts as a bridge between the two.
Six and Sons co-founder Ilona Taillade said the store “is a platform for sustainable brands, a bridge if you will, also known as a physical lifestyle magazine, which is designed to be a gateway for brands to enter new markets in a simple, low-risk and a low-cost way, acting as a retail kick-starter”.
Taillade added: “With Covid-19, we are living in extraordinary times where people have changed their shopping behaviour, and therefore we are using the space as a media channel to engage with the audience and tell our story as well as that of the brands in a digital format using a physical space. Our goal is to showcase mindful brands, and drive interest online, not necessarily use the pop-up to generate sales”.
As mentioned, the company plans to launch a selection of UK brands in its domestic market and said that in collaboration with the UK Department for International Trade and We Are Pop Up, the labels will be launched in Amsterdam at the Six and Sons store and webshop between November 15 and December 28.
The brands take in a variety of categories such as fashion, accessories skincare, gifts and food & beverage. They include Fleet London Clothing, Cucumber Clothing, Pala Sunglasses, Kapdaa Offcuts, Mr Wills Vegan Shoes, Amadeus Bijoux and Scrubd.
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