Brands are using pop-up stores to promote themselves and to win new audiences. That's a particularly powerful model for online retailers that want to make the most of the "showrooming" phenomenon but don't want to establish a permanent real-world presence. "The balance of power is shifting," says pop-up entrepreneur Allison Berliner. "It seems to us that bricks and mortar is not going away, but its role is changing."
The rise of pop-up stores