AHEAD OF WHAT’S NEXT By Bridget Goldschmidt
Pop (Up) Goes the Grocer THE FOUNDER OF “THE WORLD’S FIRST E XPERIENCE-FIRST GROCERY STORE” SHARES WHY AND HOW ITS TEMPOR ARY LOCATIONS COME INTO BEING. magine all of the planning and hard work that go into As well as continuing to open new temporary locations planning a retail store. Now imagine all of the planning across the country, Pop Up Grocer is planning its first permanent store. and hard work that go into planning a retail store that lasts only for a month. What’s the strategy behind this concept, which over the past few years has grown ever joy to watch them grow, as we have.” more ubiquitous? To find out, I spoke with Emily Schildt, When it comes to the design of the founder and CEO of New York-based Pop Up Grocer, shops, much depends on geography. which, since its founding in early 2019, has set up shop in “For the most part, we travel with our such cities as the Big Apple itself; Chicago; Los Angeles; major fixtures, such as our shelves and Austin, Texas; Miami; and Washington, D.C. fridges,” notes Schildt. “So, the design “Previously, I’d been working with small food companies process for each location entails localizas they entered the market, and peeked behind the curtain ing the shop through signage, florals and of their retail journey for the first time,” explains other details. We try to bring in Schildt. “I saw just how challenging it was for a “We build and elements of each city to our dignew brand to get on shelf and, even more so once merchandise a ital content as well. For examthey’re there, to stay on shelf. That was my ‘aha’ ple, we’ve used column props in full, beautiful moment. I wanted to create a space where foundour product shots for D.C. We store in just ers could more easily display their creations and build and merchandise a full, a couple of efficiently reach their target consumers. Beyond beautiful store in just a couple that, I wanted that space to be enjoyable — brands weeks, and we break it of weeks, and we break it down aren’t the only ones getting the short end of the down in just a few days. in just a few days. It’s laborious, stick with major retailers. A typical grocery store but it’s also a lot of fun.” It’s laborious, but it’s is 40,000 square feet — about the size of a footIn terms of future plans, Schilball field — and has 40,000 SKUs. It’s difficult and also a lot of fun.” dt reveals: “We’ll continue to pop time-consuming to navigate, and there’s no sense —Emily Schildt, Pop Up Grocer up across the country! We’re also of intimacy to the experience.” busy planning the opening of our Thus, Pop Up Grocer was born, which Schildt originally envisioned first permanent store, which we don’t see as as a service she would provide for her clients, although it’s now taken a pivot. We’ll be able to use that space as on a life of its own. a reliable destination for discovery, for consumers, and for exposure and visibility for In Search of Space and Suppliers brands. We’ll maintain the essence of the Asked about what goes into the decision process to bring a temporary pop-up in our continuous rotation of new store to a certain area, Schildt replies: “We assess where the brands we products that are exclusively better-for-you. work with would want to go, where they want to support retail exAnd we’ll build on the experiential nature pansion and/or validate sales for future distribution, and we also ask of Pop Up Grocer with ongoing in-store our community where they are interested in visiting us. Additionally, programming, as well as a café. We are the we look at where there is a high concentration of spending in natural world’s first experience-first grocery store, products, as well as where there is CPG innovation/a community of CPG and we are excited to continue to evolve startups. Once we’ve determined the city in which we’ll land, we decide our platform with new formats and ways in upon the right neighborhood and search for a short-term lease.” which to bring that to life.” As for cultivating with unique suppliers and local producers, she considers that “the best part of the job! We love scouring the internet and independent Bridget Goldschmidt stores across the country to identify new brands and their founders. We’ve Managing Editor worked with many of our partners time and time again, and it brings us great bgoldschmidt@ensemleiq.com 74
progressivegrocer.com
