August 12 - Short-term stores, or pop-ups as they're known, are a growing phenomenon which are helping to reinvent the British high street. Hayley Platt goes along to London's newest pop-up shop in Piccadilly to find out if there's a more permanent place for these temporary businesses.
Pop-up shops, here today and gone tomorrow. They're a phenomenon born out of the growing number of empty shops on Britain's high streets. But for many entrepreneurs trying to get their brand known, they've become a valuable marketing tool. Over the next six weeks 60 British start-ups will set up shop in one of London's most famous streets - Piccadilly. Becky Jones is from PopUp Britain, the organisation behind the scheme. SOUNDBITE: Becky Jones, campaign manager, Pop-up Britain "The market for pop-ups is growing massively, there's lot's of companies helping people to do pop-ups. It's kind of an experimental testing ground for retailers effectively that's what we're trying to provide all at a pretty low-cost and low risk way." Britain's high streets have been crippled by weak consumer confidence and rising rents. Last year saw more retail chains go bust than ever before. But as the number of retailers decreases the trend for pop-ups is growing. Matthew Hopkinson is from the Local Data Company. SOUNDBITE: Matthew Hopkinson, The Local Data Company, saying (English): "I think it's great for young aspiring retailers to get an opportunity to open a shop at a much lower cost, I think consumers like it because it's variety and they like to support the small independent shop especially in current times and finally it's very good for landlords because they're seen to helping the wider market and not just the big chains." For many of these retailers this is their first foray into bricks and mortar. It's a way of testing the market and connecting with the customer. SOUNDBITE: Rupert Laing, Shortbread House of Edinburgh, saying (English): "We hope this will boost our brand recognition, the hope is that sales will increase online but equally having been here people can try the product. It's a whole new way of selling the product of us." SOUUNDBITE: Jeremy Cooper, Founder, Bone & Rag, saying (English): "Invariably the exposure will be great and if people get to know our brands name and come back to see us on line then that will be fantastic." With an estimated one-in-seven retail spaces in the UK empty, there's no shortage of space for the have-a-go retailers. But they'll have to be fast, Pop-up Britain says it has a waiting list of entrepreneurs eager to set up shop.