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Masterclass: Harnessing the Power of Pop-ups, 20 May 2019

20th May @ 8:00 am - 10:30 am

Leicester Square, 10 Wardour Street
London, W1D 6QF United Kingdom
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Pop-up stores and experiences are a retail phenomenon. What started as a smart way to fill empty retail units in between longer-term lets has become an integral part of brands’ retail and marketing strategies. Fashion and beauty brands in particular have embraced the pop-up to great effect and commercial success.

But is it right for you and how can you ensure you get the return on effort and investment? This Masterclass on – 20 May 2019, at W London – Leicester Square, will help answer those crucial questions.

Whether you are looking to dip your toe into physical retail, trial a new location, test a collection, bring your online offer off-line, or create a memorable one-off experience, our experts will set you up with the strategy to achieve success.

During this engaging two-hour session we will cover, how to:

– Ascertain whether a pop-up is right for you
– Set out your goals
– Establish your budget and plan
– Nail the finances, including capital allowances
– Find the right location
– Promote your pop-up before it opens
– Drive footfall once it is open
– Amplify the message of your pop-up via other channels
– Create a memorable experience for customers
– Maintain engagement with the customers who visited
– Assess your success

Our speakers:

Emeline Ancelot, Head of Key Accounts, Birchbox

Emeline has an unrivalled passion for beauty with a career spanning over a decade in the industry. She began her career at L’Oreal where she worked in the Lancome marketing team for four years before moving to LVMH, overseeing product for Fendi and Givenchy. Emeline joined Birchbox just after the brand launched in the UK and has since become an integral part of the leadership team, guiding the brand from its earliest days to becoming the UKs No1 beauty subscription service.

Emeline heads up Birchbox’s Key Accounts Team, meaning that she’s responsible for managing relationships with top tier brands such as Benefit, Estee Lauder Group, Caudalie and Rituals. She works closely with their marketing teams to create engaging and commercially successful sampling campaigns that bring products to life for Birchbox’s community of subscribers.

Natasha Frangos, Partner, Haysmacintyre

Natasha heads up the Creative, Media and Technology sector team at Haysmacintyre and has worked with some of the best known names in fashion, helping to hone their financial and business strategies.

The majority of Natasha’s client portfolio are dynamic and innovative businesses, often with significant external stakeholders. Providing her clients a range of services, Natasha often acts for a company through growth and expansion, on to an event and often remaining involved in the company beyond that event. She prides herself on developing long lasting client relationships, acting as a sounding board for her clients.

Natasha is a judge for both the Young Guns and Startup Awards and leads the firm’s sponsorship of these initiatives. Natasha has been honoured as one of Brummell Magazine’s 30 Inspirational Women Champions of Diversity.

Sarah Wilson-Nolan, Tax manager, Haysmacintyre

Sarah is a business tax manager who has trained as a Chartered Accountant and Chartered Tax Adviser. She has worked in practice for seven years, including in a top 10 accountancy firm, and her focus has predominantly been on corporation tax compliance and advisory matters for businesses operating in the Creative, Media and Technology sector.

Sarah has vast experience in working with growing businesses, assisting them with their corporation tax profile in the UK and internationally. Sarah’s key areas of advisory matters include working closely with clients to prepare R&D claims and creative sector tax credit claims.

She will be advising delegates on capital allowances and financial planning for their pop-up.

Event format:

8.00 Arrivals

8.30: Natash Frangos – Setting the strategy for you pop-up

9.15: Sarah Wilson-Nolan – Financial planning and capital allowances

9.30: Q&A

9.35: Break

9.45: Sally Scott – Birchbox case study and top tips for success

10.00: Interview with Sally Scott

10.15: Q&A and Wrap-up

10.30: Close

Location: W London – Leicester Square, 10 Wardour Street, London, W1D 6QF. Nearest tube: Piccadilly Circus or Leicester Square.

Date: 20 May 2019, 8am – 10.30am.


Tickets are not available as this event has passed.


20th May
8:00 am - 10:30 am
£65.00 – £75.00
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020 3912 3001


W London
Leicester Square, 10 Wardour Street
London, W1D 6QF United Kingdom
+ Google Map