Popupshopup director Daniel Rainone said his business, which has been operating for two years and found high-exposure sites for bars, retailers, businesses and manufacturers including Nike, appeals to car dealerships because it is “a very different model to what we have traditionally been used to”.
He said high traffic sites were available through the nation but suggested locations such as Melbourne’s QV Building at the corner of Lonsdale and Swanston Streets as a prime location, particularly for prestige vehicles.
“That’s right in the heart of Melbourne’s business district where there are no big car dealers,” he told GoAutoNews Premium.
“It allows someone to set up a boutique event, almost, to show off a new car to people who are on their way to work or shopping at lunch time. That is a fantastic space.
“There’s also space in Brisbane’s CBD at MacArthur Central Shopping Centre and an excellent outdoor space at Eagle Street Pier that would be perfect for showing new models and allowing the lessee to create an event.”
The business has sites throughout Australia, including CBDs. In Perth, for example, it has spaces in the high-pedestrian Carillon Centre arcade from $22 a day.
“We are a one-stop shop for pop-up shops. We engage with companies and arrange the shop leases, fit-outs, insurance, public relations, events and so on,” Mr Rainone said.
“We have been active about two years and the business is now Australia’s largest supplier of pop-up spaces.”
We’re like the Airbnb of office space and we partner with some great brands.”
Mr Rainone said pricing can be from as little as $22 a day in the CBD right up to about $700 a day for the QV Building in Melbourne.
“There are hundreds of thousands of foot traffic every day at QV so it’s really a low cost for such a high customer engagement,” he said.
“Companies first think it’s going to be a really expensive proposition and in most cases, it isn’t.
“But it is very effective at bringing products right to high traffic areas where previously, through conventional methods, that might not have been available.”
The partnership with Dexus is in response to a shake-up in the retail leasing sector and increasing closures by long-lease tenants.
Dexus and Popupshopup are offering up to 5000 spaces available for lease from one day to six months, including the QV Building in Melbourne, Carillon City Perth, Eagle Street Pier in Brisbane and locations in Tweed Heads and Townsville.
Mr Rainone said retail leasing was seeing an increase in vacancies and believed retailers should be open to change and property owners should consider different income streams.
“It’s either having a shop sitting vacant or 12 people to generate income over 12 months,” he said.
“Both are looking for flexibility.”
He said with flexibility, landlords could even make a better return.
Mr Rainone said Popupshopup has reported a tripling of its business in the past year.
By Neil Dowling