The luxury Sweedish furniture company HEM, is attempting to attract an American market by opening up its first physical US shop, in the form of a pop-up space in Soho, New York.
The temporary retail space boasts vivid colors, demonstrating the brand's diverse collection of home goods and furniture. The brand, which until recently has only existed online, collaborated with artists from around the world to produce this collection of work. The shop's location, in the center of New York's design-focused district, aims to appeal to young, chic urbanites, looking to enhance their interior with some of HEM's classic motifs, such as vivid colors and designs that combine both vintage and modern elements.
The chic pop-up space will be open until the end of November.
Why This Trend Is Growing
- Pop-up Retail Stores
- The success of HEM's pop-up store demonstrates the potential profitability of temporary retail spaces.
- Online-to-offline Commerce
- HEM's move from an online-only presence to a physical pop-up store highlights the benefits of an omni-channel retail strategy.
- Influencer Collaborations
- HEM's collaboration with artists to produce a unique collection of furniture and home goods highlights the trend of brands partnering with influencers for creative collaborations.
Industries Being Reshaped
- Furniture Retail
- HEM's success with their pop-up store highlights the potential growth opportunities for furniture retailers in the US market.
- Interior Design
- HEM's bold designs and collaboration with artists demonstrate the opportunities for innovative interior designers to partner with brands and create unique collections.
- E-commerce
- HEM's move from an online-only presence to a temporary physical store highlights the importance of an omni-channel approach for e-commerce businesses looking to expand their customer base.
